Special K: You can't fake delicious

Kellogg's, a food manufacturing company, launched a campaign in the USA to revive its brand following the decrease in sales of Special K.

Campaign details

Brand: Special KBrand owner: The Kellogg CompanyEntrant company: Leo Burnett Chicago, ChicagoIdea creation: Leo Burnett Interactive, ChicagoMedia: Starcom, ChicagoPR: Weber Shandwick, ChicagoMarket: United StatesSector: Breakfast cerealsMedia channels: Online video, Print - general, unspecified, Radio & audio, Social media, Television, Websites & micrositesBudget: Over 20 million

Executive summary

For 20+ years Special K had been defined by the "Special K Challenge." The primary message: "Drop a jeans size in 2 weeks." The message worked when health meant dieting. But perceptions...

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