Swaggering cocky rooster leads Kellogg's outdoor blitz

Kellogg’s giant swaggering rooster, who is apparently called Cornelius, is marking his “second coming” by taking to the streets with a series of out of home activations across Europe

Following the launch of the new visual identity by Landor in December, designed to celebrated Kellogg’s heritage as the “original” breakfast brand, Leo Burnett has kicked off the second phase of the “See You in the Morning” creative platform.

Set against Kellogg’s signature red, blue, and white palette, the campaign prominently features the tagline “The OG” in the typography of the Kellogg’s logo – a design that is aimed at being a nod to the brand’s legacy while connecting with a new generation of breakfast lovers.

Launching this week, the campaign spans major routes, city centres, and commuter areas across Europe. In the UK, sites include London Bridge’s ICON, Manchester ICON Piccadilly East, and The Screen at Printworks Manchester, complemented by dynamic DOOH placements in rail stations nationwide, bringing Cornelius into full motion for commuters.

The OOH launch is part of a major campaign for Kellogg’s masterbrand, supported by a £12m investment in the UK across multiple channels, including TV, digital, social, retail and instore.

Media planning and buying have been handled by Carat.

Kellogg’s Cereal vice-president Jenn Carker said: “This campaign celebrates everything that makes Kellogg’s iconic – our heritage, our assets, and, of course, Cornelius himself. By pairing vibrant creative with smart media placements, we’re bringing the playful energy of Cornelius to streets across Europe and waking up the nation to why Kellogg’s remains the original and best choice for breakfast.”

Leo Burnett UK chief creative officer Mark Elwood added: “Following true big-brand behaviour, we distilled the campaign down to Kellogg’s most distinctive assets and let them sing. The playful typography and Cornelius’s swagger create a confident, cocky, and fun statement that captures the essence of the brand. ‘The OG’ in the logo is a gift – it’s been there all along, and now we’re shining a spotlight on it as a reminder of Kellogg’s enduring appeal.”