Kellogg's Crunchy Nut UK Megabrand Arrives in the United States
Leveraging proven ideas from around the globe, Kellogg Co., Battle Creek, Mich., brings to the States Kellogg's Crunchy Nut cereal. After three decades of success in the UK where Crunchy Nut is a $154 million brand, Kellogg thinks it's time American adults embrace this popular cereal because of its taste.
At 121 calories per serving and made with a blend of delicious honey and pieces of nuts in every bite, the cereal is available in 10.8-oz. boxes in two varieties: Golden Honey Nut, featuring golden corn flakes drizzled with honey and topped with real peanuts, and Roasted Nut and Honey, which features corn and oat Os topped with roasted peanuts and honey.
"This is an exciting product launch for Kellogg Co. and we're committed to making it a big success," says Yuvraj Arora, senior director, adult ready-to-eat cereal marketing. "Given the success of the brand in other markets and the consistent feedback from consumers that they love the taste of Crunchy Nut cereal, we're eager to bring this hugely popular brand to U.S. consumers, who we're confident will have a similar passion for the cereal."
Kellogg launched the brand on Jan. 29 in Los Angeles with an enormous awareness-driving campaign; "It's Morning Somewhere," including television, online and in-store advertising. Yes, there is always an excuse to eat this cereal. Promotions include some one-of-a-kind marketing programs. The campaign kicked off with a consumer event featuring a giant cuckoo clock with live actors emerging from the clock dressed in the costumes of the region where it is morning.
The cuckoo clock (which also symbolizes the scale of the launch campaign) is so big that Kellogg's expects to set the Guinness World Record for the largest cuckoo clock. Largest cuckoo clock claims come from around the globe, although none is an official Guinness World Record. One resides in Schonach, Germany, where the clock mechanism's dimensions measure 12 ft. wide, 10 ft. tall and 3 ft. deep. Another is in Sugarcreek, Ohio, where a clock stands 23 ft. 6 in. tall and 24 ft. wide. Other claims exist in Germany, Argentina, Japan and the U.S.
Those clocks shrink in comparison to the Kellogg's Crunchy Nut cuckoo clock, which measures more than 66 ft. tall and 28 ft. wide.
Also clever is a response code for smart phones printed on the back of the box. It can recognize the user's location and local time, prompting a video of an exotic location where it is morning.