Let Special K Surprise You Today
After Special K underwent a complete re-fresh, a shopper campaign was required to launch this new look with the public. “Let Special K Surprise You Today” was the key message for the campaign, which was launched in 6 retail accounts (Tesco, Sainsbury’s, Morrison’s, Asda,
Co-Op and Waitrose.)
To build a unique shopper campaign for Special K, the ‘Ingredients Wheel’ design was devised to showcase the shopper benefit clearly. This brought to life the huge variety of tastes and flavours for the shopper – highlighting the breadth of ingredients used, the diverse colour palette of the product and a range of textures. The colour palette was also kept in mind when creating the multicoloured headline and ‘rainbow’ background.
Tess Daly was featured on nearly all of the creative, as well as her signature, demonstrating her endorsement for the brand and becoming a clear advocate for the younger shopper. Artwork was designed and created for in-store media, secondary space and press ads, including a four-page wrap of the Metro newspaper.
On the morning that the Metrowrap appeared at all London Underground stations it really did seem that Special K ‘owned’ the capital!
This campaign was a Masters of Marketing Awards finalist.
