Leo Burnett and Special K “own” RAW this week

Clearly, I’m a man, but I do enjoy a bowl of Kellogg’s Special K either for breakfast or as a snack. The Fruit & Yogurt and Vanilla & Almond are my jams.

That said, the advertising, now back at Leo Burnett after a short stint at JWT, isn’t directed toward me.

It’s targeted at women, and that’s cool. But I can still appreciate the brand’s message.

That’s why this first spot since returning to Leo and the new tagline, “Own it,” is RAW — Reel Ad of the Week.

The spot, the first since returning to Burnett, is empowering as it celebrates women’s confidence in their daily lives and how they can also “own” their choices of food.

We see women from all walks of life juggling parenthood, work, and personal time. Special K cereals and snacks fuel their pursuits.

The spot mentions some of the “better-for-you” ingredients in the brand’s extensive line of products, including almonds and quinoa. It also gives a little plug to women eating chocolate (in the form of the brand’s Protein Bites).

Finally, one of the women proclaims at the end, “We Don’t Doubt It, We Own It,” as she eats a bowl of Special K Red Berries. The words “Own It” appear in the brand’s signature red on the screen.

According to an article in Ad Age, the brand has for the past few years emphasized women’s joy and overall wellness, distancing itself from the longtime diet-focused messages that originally helped make the brand a key part of Kellogg Co.’s portfolio.

This more recent approach began in Canada in September 2015 and was inspired by the insight that each day 97% of Canadian women have a moment when they hate their bodies. The brand also wanted to be more relevant to the masses of consumers joining the health and wellness craze. By December 2015, sales of Special K had grown 6% (source: Chief Marketer). The initial “Own It” launch video has now been viewed close to 5.8 million times.

Burnett got the business back in January, restoring to its portfolio a major account that had previously been with the shop since 1950. Women’s attitudes toward health and fitness have changed, and Kellogg’s recognizes that the brand needs to keep pace. And it does through this an edgier and more realistic campaign. And that’s why it’s RAW!

Think you have a RAW spot or campaign, submit it to colin@colincostello.com.


  Agency: Leo Burnett

   CCO: Britt Nolan

   ECDs: Brian Ma/Avi Pinchevsky

   ACDs: Brooke Anderson / Niki Condon

   Copywriter: Annie Sandford

   Art Director: Molly Ryan

   Senior Producer: Alethya Luiselli

   Production Manager: Michelle Byrdak

   Director of Music: Chris Clark

   Assistant Music Producer: Alec Stern

  Production Company: Furlined

   Director: Yael Staav

   President/Executive Producer: Diane McArter

   Senior Executive Producer: David Thorne

   Line Producer: Andrew Graham

   Director Of Photography: Adam Frisch

   Production Designer: Jordan Worth

 Edit Studio: Final Cut

   Editor: Amanda James

  VFX & Design: The Mill

Senior Producer: Heino Henning

2D lead: Udesh Chetty

2D Artist: Randy McEntee

2D Assist: Jonny Freeman

 Color: The Mill

Executive Producer, Colour: Laurie Adrianopoli

Color Producer: Dan Butler

Colorist: Luke Morrison

  Music: Squeak E Clean Productions

   Creative Director: Justin Hori

   Composer: Luke Walker

   Track Title: What She Like

   Executive Producer: Christine Bilich

&nbsp&nbspSound Design and Mixing: Katy Mindeman