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
Jaspar Shelbourne, JWT’s creative director, commented: ‘Hats off to
Kellogg’s for giving us the licence to do something quite different for
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.