With a Night Campaign, Kellogg’s Aims for Snappier Sales

Kellogg’s is introducing a broad campaign that encourages consumers to set out cereal for breakfast before they tuck in for the night. Cereal advertising, naturally, tends to feature lively kitchens and cheery families in the morning.

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ANDREW ADAM NEWMAN

A bowl of cereal seems to sit on the horizon line as the sun dramatically rises behind it.

“Tomorrow,” sung by Andrea McArdle from the original Broadway cast recording of the musical “Annie,” plays. Milk cascades onto the cereal and, as a boy is seen sleeping in his bed and his parents in theirs, the voice-over continues. “A magic formula of protein and grain that helps turn little boys to soccer players, moms to supermoms.”

nytimes.com

Stuart Elliott

Kellogg’s is starting a marketing campaign encouraging consumers to set out cereal for breakfast before going to bed.

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