FMCG | KELLOGG'S, NAKED NOODLE
Brand equity and platform development, design, NPD and product launches across ATL, BTL, digital/social and retail in the UK and Europe
Kellogg's Crunchy Nut Bites: The Heist
Kellogg’s Crunchy Nut has long been one of the UK’s favourite cereals, known for its irresistibly sweet and nutty flavour. However, in an increasingly fragmented and competitive breakfast market, Kellogg’s needed to extend the brand’s relevance and expand market share through NPD. Enter Crunchy Nut Bites: a bite-sized extension designed to give consumers another reason to consider the brand.​
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Inspired by the brand platform “The trouble is, they taste too good,” we created a playful social-first campaign inspired by classic heist films such as The Gentlemen. The premise? Crunchy Nut Bites are so irresistible, tracksuit-clad thieves dressed as squirrels are stealing the precious nuttilicious loot from warehouses, stores, and delivery trucks across the UK.
The campaign rolled out as a series of short-form social videos on Meta and Instagram, styled as spoof news bulletins reporting on the 'Crunchy Nut crime wave', complete with eyewitness interviews, CCTV clips, and dramatic police statements.
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The campaign successfully reimagined the brand for a new audience, with a +30% uplift in brand consideration amongst 20 - 30s and a +45% engagement vs benchmarks.
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Kellogg's Krave (Tresor): NPD Cookies & Cream, Snax and Stix
The amazingly devious and crafty Chocovore creatures have been longstanding representatives of Krave and given the brand a bit of edge over the years. But the standards of what’s considered ‘edgy’ have changed and recent campaigns have failed to engage the target teen audience. To make the chocolate hunters relevant again - and to help launch Krave’s new flavours, alongside snacking formats ‘Snax’ and ‘Stix’ - the Chocovores were let loose in a fantasy gaming world. Through a mix of animated shorts, meme-worthy clips, and in-game-style action sequences, Chocovores were reimagined as avatars causing chaos in pixelated snack battles, loot drops, and multiplayer lobbies where the goal was always the same: get the chocolate. The digital and social content series across YouTube, TikTok and Snapchat was first launched in Belgium and deployed in five other European markets throughout the year, accompanying a brand partnership on Twitch.
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The results showed high double-digit engagement rates across social platforms and strong early sales for the NPD formats, exceeding launch KPIs.
Naked Noodle: Slurp Loud and Proud
As a challenger brand in the instant noodle category, Naked Noodle needed to stand out from the shadow of market leader Pot Noodle and boldly reassert what made it different: natural ingredients, authentic Asian flavours, and bags of personality.
With "Slurp Loud and Proud", a cheeky, unapologetic campaign. we invited noodle lovers to embrace the slurp and own their cravings, with zero shame.
At the heart of the campaign we created the hero film, in which a life drawing class descends into chaos when the model, distracted by the irresistible aroma of Naked Noodle, abandons her pose and slinks across the studio for a slurp. Equal parts absurd and confident, the film positioned Naked Noodle as a proudly disruptive voice in the category. The campaign was further supported by OOH and social creative featuring artist Justin Poulter's bright, energetic illustrations starring bold slurping characters and punchy copy lines that further cemented the brand's irreverent, rebellious tone.
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Overall the campaign resulted in a positive sentiment shift and recall, particularly among younger snackers, and also elevated Naked Noodle’s brand distinctiveness vs its main competitor.
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