Kellogg’s Awakens Cornelius The Cockerel To Charge Into Its Next Brand Chapter

Video screenshot via Kellogg’s UK & Ireland

Rise and shine! Mornings are looking sunnier for Kellogg’s as the cereal brand takes its mascot, Cornelius the Cockerel, on a new adventure into the horizon. As part of its brand evolution, the company has brought the familiar rooster to life in vibrant 3D, where he struts through city streets at dawn to Jurassic 5’s track Jayou.

The campaign spot, See You in the Morning, crafted by advertising agency Leo Burnett, celebrates Kellogg’s breakfast legacy while resonating with modern eaters. 

Framestore, known for its work on Paddington and Harry Potter, took the reins for the animation, giving Cornelius a dynamic and contemporary look. The rooster now leads the charge, taking a step toward new beginnings with a fresh new (metaphorical) crow.

The endeavor is part of a hefty £12 million (US$15 million) investment targeting the UK market through a mix of media, including television, digital platforms, social media, and retail promotions. Launched online this month, it will extend to television within the year and roll out across Europe in early 2025. 

See You in the Morning focuses on the rituals that define how people start their days. The 60-second commercial features Cornelius encountering joggers, families, and commuters, highlighting the diverse ways mornings unfold. The tagline, “Start your day, your way,” reinforces Kellogg’s role as a versatile choice for breakfast, whether it’s a quick bowl before work or a leisurely family meal.

The campaign is grounded in research from across Europe, which showed that morning routines are deeply personal. Kellogg's aims to tap into this insight, emphasizing that breakfast isn’t just about food—it’s about moments that set the tone for the day. By positioning itself as the “OG of breakfast,” the brand is looking to strengthen its connection with consumers who cherish these moments.

Beyond television and online content, the campaign will leverage social media in January, featuring Cornelius in relatable morning scenarios. This push encourages fans to share their own rituals, creating a community around the brand.

Outdoor advertising will see Cornelius perched alongside the bold phrase “The OG,” reaffirming Cornelius's—and Kellogg's—position as a breakfast staple while uniting its cereals under a cohesive brand umbrella.

[via Creative Boom, Campaign, Creative Salon, video and cover screenshot via Kellogg’s UK & Ireland]