Kellogg's Frosted Flakes: Tony The Tiger – From cereal salesman to activist

Cereal brand Kellogg's Frosted Flakes grew sales and household penetration in the US by reimagining its Tony the Tiger brand asset as an activist on a fundraising mission for school sports programmes.

Campaign details

Brand: Kellogg's Frosted Flakes Brand owner: The Kellogg Company Entrant company: Leo Burnett Interactive, Chicago Idea creation: Leo Burnett Chicago, Chicago / Weber Shandwick, Chicago Media: Starcom, Chicago PR: Weber Shandwick, Chicago Market: United States Breakfast cereals Online video, Packaging & design, Public relations, Social media, Television, Websites & microsites, Word of mouth, influencers Over 20 million

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