CLIENT
The Kellogg Company
Jose Alberto Duenas,Dir., Doug Brames
Assoc. Dir., Tamara Howe
Assoc. Dir., Art Scott
Sr. Brand Mgr., Giselle Bowie
Assoc. Mgr.,Mkt. Rsch.
AGENCY
Craig Barnard, Sr. VP-Exec. Creative Dir.
Tom Gorton
VP-Assoc. Creative Dir., Jason Wright
VP-Assoc. Creative Dir., Leslie Meredith
Sr. VP-Acct. Dir., Jill Gray
Acct. Super.
Relay Worldwide
Biggs | Gilmore Communications
SUMMARY
With growing pressure from an already noisy category, the only cereal that talks realized that perhaps it was talking to the wrong people. Research uncovered a strong but latent affinity for Rice Krispies, especially amongst moms - who had fond memories of listening to the Snap! Crackle! and Pop! of the cereal, or of making Rice Krispies treats with their own moms. The new campaign targets moms, reminding them that all it takes is a bowl of Rice Krispies to spark a simple, meaningful moment of connection with their kids.
