Kellogg’s launches a campaign for its Rice Krispies Squares next
week with a TV spot from Leo Burnett.
The campaign relaunches the brand as ’the big snack which isn’t
The commercial stars the fictional rappers, Big Biggy and Da Crew,
filming the video for their latest single, Not Heavy.
Alongside the typical MTV-style imagery of limousines, scantily clad
dancers, dollar signs and graffiti-covered walls, the gang of rappers
aggressively belts out a tune when, unexpectedly, the lead singer starts
to recite the opening lines from William Wordsworth’s Daffodils.
The dancers stand still in surprise and Biggy’s crew stares in amazement
as a voiceover declares the snack to be ’a mega mouthful that’s
Mark Baynes, the managing director for convenience foods at Kellogg’s,
said: ’The new advertising gives the brand a clear and distinctive role
within the confectionery category with a proposition which is relevant
to both men and women.’
The ad was written by Robert Gill, art directed by John Jessup and
directed by Martin Granger at Avion Films. Media was planned by Leo
Burnett’s independent media arm, Starcom, and bought by MindShare.
The campaign, which is targeting 16- to 34-year-olds, will run on
national television from 1 September.
Kellogg’s launched a chocolate version of its Rice Krispies Squares in
February with a similarly offbeat TV, press and poster campaign
featuring a man dancing around his living room wearing only his
Other executions showed characters being covered in chocolate gunk. One
opened on two young Brownies standing on a doorstep. They were quickly
turned into ’chocolate brownies’ by the brown gunk. A similar fate
awaited a moose and the pantomime character, Buttons.
Leo Burnett handles a number of Kellogg’s brands on a global basis.
These include Rice Krispies, All Bran, Coco Pops and NutriGrain Bars.