Kellogg's: Shake Up Your Wake Up

Background

Kellogg’s was facing category pressure as breakfast habits shifted. Rising concern around sugar, the banting movement, and changing morning routines meant cereal was increasingly seen as boring or outdated, particularly among younger and aspirational consumers.

Working with the media agency, the brief was to support Kellogg’s new brand positioning, Start Your Great, by re-engaging audiences and restoring relevance at breakfast without abandoning the cereal category altogether.

The Insight

Kellogg’s was facing category pressure as breakfast habits shifted. Rising concern around sugar, the Banting movement, and changing morning routines meant cereal was increasingly seen as boring or outdated, particularly among younger and aspirational consumers.

Working with the media agency, the brief was to support Kellogg’s new brand positioning, Start Your Great, by re-engaging audiences and restoring relevance at breakfast without abandoning the cereal category altogether.

The Idea & Execution

Shake Up Your Wake Up became a participatory content platform that encouraged consumers to reinvent their breakfast routine while staying within the Kellogg’s ecosystem.

The campaign invited audiences to create their own cereal “shake ups” by adding ingredients, textures, and flavours that reflected their personal tastes and routines. A dedicated microsite allowed users to upload recipes, which were then amplified across print, digital, and social channels.

Selected user-generated recipes were brought to life by editorial teams and featured in subsequent magazine issues, online content, and social media, reinforcing credibility and community involvement.

The platform was supported by editorial storytelling, social amplification, and a competition mechanic that drove repeat engagement. While an app-based extension was initially explored, the idea was intentionally scaled to a microsite to ensure feasibility, reach, and performance without compromising the core concept.

My Role

Led research and insight development, shaped the core platform idea, and defined the integrated content strategy. Responsible for copywriting, creative direction, pitch development, and presentation, working closely with editorial, digital, and media teams to ensure the idea translated seamlessly across channels.