Kellogg's Corn Flakes to launch Gogglebox ad takeover

Kellogg's has become the latest brand to tie up with popular Channel 4 show Gogglebox, in a new campaign for Kellogg's Corn Flakes.

The brand will take over the first ad break during this week’s Gogglebox on Friday 7 April, with cast members discussing their perfect bowl of Corn Flakes. 

It comes after Kellogg’s kicked off 2017 with a £10m campaign in Corn Flakes, its oldest brand, following a five-year break in commercial activity, which features real people from around the UK talking about their preferred way of eating Corn Flakes.

The Gogglebox ad continues the theme of the campaign with Chris and Stephen, Jenny and Lee, and the Siddiqui and Gilbey families also discussing "their perfect bowl".

Sid Siddiqui insists his Corn Flakes must be enjoyed in the right size bowl, while Lee confesses to being a "slurper" – and George insists his Corn Flakes must remain "the ultimate crispiest crispness".

Viewers are also encouraged to share and join the discussion about what makes their perfect bowl on social media using #myperfectbowl.

Ten-second teaser ads will air on Channel 4 this week from today, building up to the full two-minute ad which airs on 7 April.

Gogglebox, Channel 4’s highest-rated programme, has been a magnet for brand collaborations since launching four years ago. The show formed a part of Sainsbury’s Christmas campaign last year and its cast members have also featured in ads for Lotto, Age UK, and the Electoral Commission.

The Corn Flakes ad break takeover was created by Gogglebox producers Studio Lambert in collaboration with Leo Burnett and The Story Lab, while the media was brokered by Kellogg’s media agency Carat and 4 Sales, Channel 4’s sales house.

Gareth Maguire, cereal marketing director Kellogg UK & Ireland, said: "We’ve received thousands of consumer posts to Facebook and Twitter, showing how different people value the versatility of this breakfast favourite – hot or cold milk. honey or fruit, crunchy or ‘on the turn’. Everyone has their favourite way to enjoy cornflakes.

"Linking up with Gogglebox is a natural fit for the brand, great characters who love the food, and debate the best way to eat it with their friends and families."

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