Kellogg’s has rebelled against the snackification of breakfast by releasing a new creative, showing a commuter eating breakfast on the London Underground out of its latest innovation, the Special Kase.
The hidden camera-style film has been released to mark the launch of Kellogg’s new range of Special K cereal, and follows a woman as she turns a seemingly ordinary briefcase into a mobile breakfast unit. Fellow commuters are seen looking on as she freshly squeezes a glass of orange juice, pours a bowl of Special K cereal and offers round a flask of coffee. The advertisement caused a “social media stir” on platforms such as Twitter, Kellogg’s claimed.
A crew of designers was specially commissioned by Kellogg’s to create the Special Kase, which was fitted with a fridge to supply cold milk, hidden side compartments to store bowls and a full set of cutlery, plus a space to hold boxes of cereal.
Watch Kellogg’s breakfast stunt:
The custom made gadget, disguised as a wooden briefcase, also contains space for an espresso maker, juice extractor, glass holder and thermos flask for brewing a cup of tea or coffee and took four weeks to be designed and crafted by a specialist team.
The stunt took place on the Underground’s central line – one of London’s busiest public transport routes – during the morning rush hour. It starred actress Jo Cummins.
The campaign is a direct affront to the snackification of breakfast and the move away from traditional offerings – such as Special K – and towards liquid breakfast products such as Nosh and Up&Go.
Kellogg’s Liam O’Brien said: “Eating on the tube is often given a frosty reception, so it’s no surprise that when Jo poured the ice-cold milk on her Special K, she was rewarded with ice-cold glares from some baffled commuters.
“With almost one in three adults missing breakfast every day, we wanted to show that even for people with the busiest lifestyles, there’s always time for a morning meal. We hope the ‘Special Kase’ catches on and has people thinking inventively about how to eat the most important meal of the day.”
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