Leo Burnett London, Special K Launch ‘Powering You’ Campaign
Kellogg’s brand champions its ingredients in new work to run across Europe
Ever wonder how the nutrients we consume nourish our bodies and minds? Leo Burnett London launched a new integrated campaign for Kellogg’s Special K that helps women see the product as a source of nutrition that will power them through their everyday lives.
The campaign, appropriately called “Powering You,” is rolling out across Europe throughout 2018.
Set to a high-energy song from up-and-coming artist Olly Anna, the spot shows different women performing a variety of activities — whether it’s swimming while pregnant, taking a run in the park, dancing at a studio, or running errands with a baby in tow — interspersed with how Special K ingredients nourish their daily lives. For example, vitamin D feeds defenses, iron feeds endurance and protein feeds strength.
There will be TV, print and online activations, including four outdoor executions, multiple nutrient specific 10-second digital films and GIFs online and on social channels.
Chaka Sobhani, chief creative officer at Leo Burnett London, said, “We’re super-excited at launching the Special K ‘Powering You’ campaign and platform in 2018 — energetic, honest and real, we hope it helps establish the role nutritional food can play in the lives women already lead.”
Paul Humphries, VP Marketing Kellogg’s Europe, said, “Special K is fortified with nutrients, specifically designed to meet women’s nutritional needs. So, with that in mind, we wanted to take a new approach to talking to women about Special K and the role it can play in powering their days, lives, bodies and minds”