A Morning Win When Your #MorningFails

Kellogg's Nutri-Grain

When Nutri-Grain bars launched throughout the UK in the ’90’s they were a sensation: revolutionising the way busy, on- the-go people consumed breakfast. Two decades—and a few cultural shifts later—Nutri-Grain was struggling to stand for something meaningful, in an increasingly competitive category.

To relaunch the brand in the UK, and take the product into continental Europe for the first time, we decided to take it back to its roots, but update the strategy and execution to appeal to a new wave of more digitally-savvy, time poor consumers.

Our campaign, titled ‘A Morning Win When Your #MorningFails’, tapped into both the trending use of #fail that was commonplace across Europe at the time, and the audience insight that everything feels more difficult in the morning; when even the most minor of setbacks causes deep irritability and frustration.

The new activity aimed to shift the focus away from Nutrigrain’s less competitive health credentials, and tie it more closely to the positive, emotional feeling we get when something good goes our way.

The creative, which covered TV, radio, events, sampling, DOOH and social media, was met with great acclaim within the Kellogg’s organisation, and consistently referenced by the Global Head of Digital as an outstanding example of the agency at its best.

Agency: Isobar (Dentsu Aegis Network) | Work: Live Project