Kellogg’s Crunchy Nut is targeting adults with a humorous new campaign featuring “The Crunchy Nut” -- a live faux-superhero character on missions to “seek out people suffering from dull breakfasts and put the fun back into cereal bowls everywhere.”
Dressed in yellow tights and a superhero face mask/cap accessorized with a spoon, and “armed” with a bottle of milk and a wooden honey stick, the Crunchy Nut swoops into homes and other scenarios to replace people’s boring breakfast choices with “sweet, nutty Crunchy Nut,” declaring: “It’s Super Delicious!”
The campaign is from Leo Burnett, Chicago, creators of characters including Tony the Tiger and Mini of Mini-Wheats.
The campaign has a digital focus, with emphasis on the brand’s Facebook page. That page is currently featuring the first in a series of “mission” videos (in this one, the Crunchy Nut saves a zookeeper and his hip-hop dancing bears from a donut breakfast), as well as a 30-second TV spot.
The spot, showing the Crunchy Nut invading a city dweller’s apartment on a breakfast mission, includes an original superhero theme song, and ends with the message: “The mission continues on Facebook.”
The campaign’s introductory splash also included an integration on “Jimmy Kimmel Live,” featuring the Crunchy Nut saving Kimmel sidekick Guillermo Díaz Rodriguez and his dogs Paco and Pepe from bowls of boring cereal. (Guillermo isn’t thrilled that The Crunchy Nut has broken through his kitchen wall, but in the end, both he and his dogs pronounce Crunchy Nut “super delicious.”)
In addition, earlier this week, the Crunchy Nut could be seen stopping drivers on the streets of Los Angeles to offer them samples of the cereal.
The campaign is also supporting the launch of a third variety of the cereal, Crunchy Nut Caramel Nut (the other varieties are Crunchy Nut Roasted Nut & Honey and Crunchy Nut Golden Honey Nut).