NEWS: JWT adopts offbeat stance for Kellogg’s new cereal product

J. Walter Thompson’s pounds 2 million launch commercial for Kellogg’s new microwaveable cereal, Hot Krumbly Tropical Fruit, is a jokey film and a marked departure from the client’s traditional work.

J. Walter Thompson’s pounds 2 million launch commercial for Kellogg’s

new microwaveable cereal, Hot Krumbly Tropical Fruit, is a jokey film

and a marked departure from the client’s traditional work.



Directed by Paul Arden through Arden Sutherland-Dodd, the 60-second ad

is set in the vast dining hall of a bleak Scottish castle.



The film tells the story of the McDuffs, a traditional clan of porridge-

eaters, whose lives are turned upside down when their youngest son,

Robbie, discovers Hot Krumbly.



The film starts with Robbie marching into the castle bellowing, in a

thick Highland accent, ‘I’ll no be having porridge today,’ much to the

horror of his mother. But Robbie’s numerous brothers are intrigued and

ask in unison: ‘What’s it like Robbie?’ Robbie removes a bowl of Hot

Krumbly from the microwave and answers: ‘It’s a wee taste of heaven.’



The film ends with the brothers sat at a trestle table tucking into Hot

Krumbly and shouting: ‘You’ll never find a better hot breakfast.’



The commercial breaks on 12 February, backed by a national poster, radio

and press campaign. It was written by JWT’s Andrew Singleton and Jono

Wardle.



Jaspar Shelbourne, JWT’s creative director, commented: ‘Hats off to

Kellogg’s for giving us the licence to do something quite different for

the category.’



Hot Krumbly is Kellogg’s first venture into the hot cereal sector. The

market has shown a decline recently, but Kellogg’s hopes its launch will

reverse this trend.



Kellogg’s claims Hot Krumbly is the first hot cereal designed

specifically to be prepared in a microwave. After milk is added, it

takes less than a minute to cook.



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