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Kellogg's
Challenge
In anticipation of National Cereal Day, Kellogg’s aimed to celebrate the versatility of its cereals and solidify its status as the leading cereal brand. To “own” the occasion, we conceptualized a New Year’s Eve-inspired celebration, transforming the day before into “National Cereal Eve.” Hosted at Kellogg’s NYC, a dedicated cereal venue in Union Square, this exclusive event sought to generate buzz and reaffirm Kellogg’s place at the heart of cereal culture.
Solution
The event was headlined by celebrity host and performer Hailee Steinfeld, a known cereal fan, who performed her hits leading up to a countdown to “midnight.” VIP guests enjoyed cereal-inspired culinary bites showcasing Kellogg’s versatility and a premium bar with custom cocktails crafted by top mixologists, incorporating Kellogg’s cereals creatively. The venue was transformed with personalized décor, including a massive “disco cereal bowl” and oversized, illuminated cereal boxes hanging from the ceiling. DJ Flipside performed from an LED-lit Kellogg’s booth, providing a high-energy soundtrack for the celebration.
Results:
The event targeted influencers, media, and industry tastemakers, creating substantial media buzz and engagement. With an impressive guest list of lifestyle influencers, culinary enthusiasts, and visual creatives, the social reach of the event surpassed 120 billion impressions, solidifying Kellogg’s connection with both traditional and social media audiences and amplifying brand presence leading into National Cereal Day.
