The Kellogg Company

Kathleen Piper - Director
Paul Loukes - Sr. Brand Manager
Julia Wilkinson - Sr. Manager Insights & Planning

Leo Burnett/Arc Worldwide *Lead Agency

Mylene Pollock - EVP, Creative Director
Frank Cirrincione - VP, Director
Julie Hoffman - VP, Planning Director
Jean-Marc Kuentzmann - SVP, Acct. Director
Liz Mack - Media Supervisor
Pippa White - Assoc. Creative Director
Rod Wilson - Sr. Producer

Starcom MediaVest Group *Lead Agency

Razorfish

As consumers traded in their cereal bowls for handheld breakfast options, how could Special K, who was famous for cereal, compete? We needed to look across the grocery store to Frozen Foods where sales were heating up especially with handheld sandwiches. With Special K Flatbread Sandwiches we could surprise and delight female weight managers with a breakfast sandwich she could savor without guilt or sacrifice. With confidence from peers, she could discover a breakfast sandwich worthy of their love while Special K saw the love in the sales.