Kellogg's made 18 social films to break cereal out of the breakfast slot

Get people to reappraise cereal as a snack eaten at different times of day, and build a carefree, cheeky spirit around the brand beyond the breakfast table.

'Because Yum': 18 social films pairing each snacking moment — elevenses, after school, post-gym — with a cereal snack made for exactly that occasion.

Films by Gus Filgate of Little Fish ran across Facebook, YouTube, Instagram and Twitter; Leo Burnett London collaborated with DigitasLBi on further social activity, including topical work inviting consumers to share their own snack ideas in the run-up to Halloween.

No performance figures in the source; the 18-film series ran across Facebook, YouTube, Instagram and Twitter through late 2016, with Halloween-timed community activity on top.

Leo Burnett London created a series of 18 short-form content films for Kellogg's to run across social media channels. The agency developed the 'Because Yum' idea to encourage people to reappraise cereal as a potential snack — getting them to eat it at different times of day outside of breakfast.

The films tap into specific snacking occasions: elevenses, after school, the post-gym moment — each offered a perfect cereal-inspired snack for that occasion, whether playdate lollies, a boxset treat or a homework half-time snack. The aim was to build a carefree, cheeky spirit around cereal, opening people's minds to simple, delicious ways to eat it.

The campaign ran across Facebook, YouTube, Instagram and Twitter, directed by Gus Filgate of Little Fish. Leo Burnett London collaborated with DigitasLBi on supporting social activity, including topical work encouraging consumers to share their own snack ideas in the run-up to Halloween. The 'Because Yum' idea was originally created by Leo Burnett Chicago and adapted for the UK market. 'We want people to start looking at Kellogg's as far more than just a breakfast cereal,' said creative director Charlie Martin.

Breakfast is a capped occasion; snacking occasions across the day are the open growth space.

Short-form social video fits snacking's impulse nature better than a TV slot.

Specific occasions give each film a job — a lolly for playdates, a treat for boxsets — instead of generic appetite appeal.

The idea was imported from Leo Burnett Chicago, so the UK adaptation came with proven bones.

Occasion mapping is a cheap growth hack: same product, new moments — the media plan just has to show up where the new habit would happen.

The series ran across Facebook, YouTube, Instagram and Twitter from September 2016, with Halloween-timed community activity; the source records no performance results.