Kellogg's Special K: A breakfast revelation

Category: New Product or Service
Brand/client: Kellogg's Special K / The Kellogg Company
Lead agency: Leo Burnett/Arc Worldwide
Contributing agencies: Starcom MediaVest Group and Razorfish

State of the marketplace & brand's business

Growth Stalls in the Stale Cereal Category

Between 2008 and 2013, the cold cereal category shrank 7%.1 With its home base in the stagnating cereal aisle, Special K was struggling to spur growth. The category was losing share-of-breakfast as consumers traded in their cereal bowls for handheld breakfast options. Meanwhile, across the grocery store in the frozen aisle, sales were heating up.

Sales of Frozen Breakfast Sandwiches Ignite