Kellogg Company: Two Scoops Of Raisins campaign (1960s-1990s)

When in the late 1960s Kellogg began advertising that every box of its Raisin Bran contained two scoops of raisins, few could have predicted that the slogan would still be going strong 30 years later.

Kellogg Company: Two Scoops Of Raisins campaign

E. M. Shostak

Overview

When in the late 1960s Kellogg began advertising that every box of its Raisin Bran contained two scoops of raisins, few could have predicted that the slogan would still be going strong 30 years later. The campaign, developed by the Leo Burnett agency, effectively used humorous television commercials and print ads to distinguish Kellogg's product from the raisin brans manufactured by other cereal companies. The "Two Scoops of Raisins" commercials caused such a sensation that Kellogg's competitors counterattacked in advertisements that questioned the actual amount of raisins found in...

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