Kellogg's hits back at Aldi with spoof campaign

By Magda Ibrahim, campaignlive.co.uk, Thursday, 06 June 2013 03:46PM

Kellogg's has thumbed its nose at Aldi with an online campaign in response to the discount supermarket's 'Like Brands' drive, which has featured a low-fat cereal ad.

The brand has launched a new recipe for its Special K breakfast cereal, after raising concerns about copycat own label versions, including Aldi’s Benefit cereal.

In a move to poke fun at the Aldi ad, Kellogg’s has released a 40-second spoof ad, which appears on YouTube from today.

The clip features actor David O’Riordan – who has appeared in Aldi’s low -at cereal ads – wearing a skin-tight red jumpsuit and eating his real breakfast of a sausage butty.

He is joined by his girlfriend, the Special K girl, who speaks for the first time in the cereal’s 54-year history, to chastise her boyfriend for "stretching" her clothes.

Meanwhile, her voiceover urges viewers to "beware of copycats".

The tongue-in-cheek clip ends with the strapline, "Like own brands, only better. Special K".

Manchester-based Video News Agency was commissioned to create the internet ad, which was directed by Morgan Kennedy.

The copywriter was Louise Thompson Davies, and production lead was Daniel Kennedy.

Thompson Davies, Kellogg’s UK’s brand communications manager, said: "They say imitation is the highest form of flattery and our internet spoof is a light-hearted way to bring our new recipe to life and highlight the point of difference against these products and show Special K has a sense of humour.

"It’s also an exciting first for the brand as our famous Special K girl finally gets a voice after all these years."

This article was first published on campaignlive.co.uk

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