"This is an awful ad," proclaimed Emily Adkinson, Manager/Insights & Planning, Consumer & Market Insights at Kellogg Co.

"Between 2010 and 2014," she explained to an audience at The Market Research Event (TMRE) 2017, "there was this weird fascination with vampires."

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Emily Adkinson, Manager/Insights & Planning, Kellogg Co.

Simultaneously, there were consumer spikes in both crunchy breakfast and protein-rich foods. So Kellogg's Nutri-Grain knit the three threads together and came up with "Mornings, Who Knew?", a 30-second spot that celebrated the product with humor and an odd Addams Family take-off.

"Why was it awful?" Adkinson asked. "The data told us it would be good. The data said, 'Put [Nutri-Grain] in a house, because that's where consumers are eating it.'