Feed the Change

Special K was known for years as a diet brand. A few years ago, the brand pivoted towards a more body positive image with their message as women eat and we should own that. As this shift happened, they needed to rethink how to approach January and the messaging that they want to send during that resolution time. The month of January was always huge in sales because of the Special K diet. We were asked to re think the brand’s new year messaging.

January Resolutions

In a month where there is so much advertising and so many things to try, we wanted to stand out from the clutter. We wanted to celebrate the changes that women are doing and what our bodies are able to do. Special K has the ingredients in their food to fuel those resolutions. You might be starting a new workout class and you’ll be sore and that’s a good thing, let’s celebrate that change.

We came up with the idea of Feed the Change.

TV

Print Ads

OOH

SpecialK.com January Web Updates

Carousel Headers

January Landing Page

We wanted to show consumers the correlation between your body signals and the nutrients that our products had. We added a landing page to the website that had various tiles with different body signals that you feel - ‘my energy is low’, ‘I can’t fall asleep’, and ‘my muscles are sore’ etc. If the user clicked the tile, a pop out of that signal with a recommended product would appear. If you clicked ‘I can’t fall asleep’ then it would recommend a Special K product that has magnesium in it.

Client Partnership: Kellogg’s Special K + Leo Burnett

Creative Director: Sarah Block

ACD: Jill Fix

Copywriters: Annie Sanford, Miller Jones

Director: The Malloy Brothers

Illustrator: Sarah J Coleman