Singapore – Kellogg’s has appointed Ogilvy Singapore to handle its creative mandate in Southeast Asia. Through the mandate, the agency is tasked at reshaping breakfast choices in a region where cereal consumption has plateaued, partly due to consumers “skipping and skimping” breakfast.
The scope of work includes the creation of three films, featuring Granola, Coco Galaxy, and Coco Fills – each laddering up to a single idea to build the Kellogg’s master brand. Additionally, Ogilvy Singapore has crafted key visuals (KVs) for each product, with adaptations for digital billboards, bus wraps, and in-store merchandising.
The campaigns will run in Singapore and Thailand for Kellogg’s Granola and Coco Galaxy, and Indonesia for Kellogg’s Coco Fills.
Moreover, Ogilvy, in partnership with Hogarth, extended its network’s capabilities to ensure that this innovative idea was executed in diverse ways across the markets it served.
Jeremy Webb, vice president and head of content at Ogilvy Singapore, said, “This is the perfect demonstration of Ogilvy’s ‘borderless creativity’ – a powerful single big idea that will evolve and serve the brand over time, based on insights from multiple markets and executed with Ogilvy’s strong geographical network. Not many agencies can leverage their network in the way we did–and through this, we can deliver efficiencies, but more importantly, insightful and modern work that cuts through and drives business growth for our clients in APAC.”
Recognising the need for a unifying idea that transcends borders and resonates with diverse audiences, Ogilvy harnessed its network and research capabilities to uncover valuable insights into breakfast consumption habits. The resulting campaign tagline, “Your day is waiting, but first Kellogg’s,” encourages individuals to press pause before they embark on their daily routines, positioning Kellogg’s as the ideal breakfast companion.
Meanwhile, Hao Tran, commercial leader for RTEC SEA at Kellogg’s, commented “We were looking for a creative agency and in Ogilvy we found a partner who delivered on quality strategy, and strong client servicing. Plus, it’s always a delight to work with a team of passionate creatives. Together we came up with a powerful big idea, executed quickly and efficiently, that will support our ambitious brand growth across products, markets and over time. We hope this campaign will be the first of many.”
