If you remember the classic Jayou from Jurassic 5, prepare to feel old—it’s just entered the advertising realm for the first time. It forms the backdrop of Kellogg’s new campaign, which launches today alongside its bold new visual identity for its cereal range, created by Landor.
In a move to build on its 117-year legacy and give it a fresh lease of life, Kellogg’s has unveiled a striking new masterbrand created by Landor. The campaign turns to the OG of the breakfast table, Cornelius the Cockerel, for the big reveal. A beloved mascot since 1958, Cornelius has been reimagined as a glorious 3D character bursting with personality and swagger.
This marks the first time Cornelius has been brought to life as a fully developed character. It was conceived and animated by the multi-Academy Award-winning studio Framestore, known for hits like Paddington and Harry Potter.
Developed with Leo Burnett, the See You in the Morning campaign launches online in the UK today with a 60-second film. It will air on TV from 23 December before rolling out across the UK in January and Europe in February.
Mark Elwood from Leo Burnett explained that the campaign celebrates Kellogg’s legacy while giving Cornelius a fresh energy to connect with a new generation. The film opens with Cornelius swaggering through city streets, turning heads with his effortless charm—all set to Jurassic 5’s Jayou. It’s one of the first times the track has been used in an ad, with its iconic line “Snap, crackle, pop pop, fizz fizz”, perhaps making it the perfect fit.
As Cornelius moves through the city, morning routines unfold—from a family enjoying breakfast together to a jogger on a morning run. Cornelius weaves into these moments, bringing his playful energy to each scene and making sure everyone notices him. The ad builds to a crescendo as he leaps onto a rooftop and lets out his iconic crow, reinforcing the campaign’s message: See You in the Morning. Leo Burnett explains that the campaign celebrates “the individuality of mornings with Kellogg’s as a constant presence”.
The campaign draws on research showing that mornings work best when people get their “you do you” time—without it, the day starts off-balance. From January, this concept will extend to social films featuring Cornelius in various morning scenarios, from kids rushing to school to couples sharing quiet moments. The social-first approach encourages people to share their own morning rituals, inviting engagement and fostering a sense of community around the brand.
See You in the Morning also marks the beginning of Kellogg’s rollout of its new visual identity across its portfolio of cereal brands—including Cornflakes, Coco Pops, and Rice Krispies—crafted by Landor to recapture category leadership and reclaim its crown both on the shelf and in consumers’ minds.
Despite challenges in the UK breakfast cereals market, such as tighter household budgets and broader concerns over ultra-processed ingredients, cereal remains a staple of British mornings. Kellogg’s Cornflakes alone is found in 6.14 million kitchens across the UK, and the breakfast cereals market generates $3.15 billion U.S. dollars in revenue annually, with a positive outlook for growth. A campaign aiming to reach 150 million people next year, therefore, feels like a logical step.
“Breakfast is deeply personal, and with See You in the Morning, we’re celebrating the unique ways everyone approaches mornings,” says Jenn Carkner, VP of Kellogg’s Cereal. “This campaign brings Kellogg’s iconic status to life in bold and modern ways, ensuring we remain a trusted and loved part of the breakfast table—where every morning begins.”
