Kellogg’s Launches First-Ever Spanglish Cereal Campaign
Leo Burnett partnered with Kellogg’s to create the first ever Spanglish campaign with Latina Moms at the heart of it.
Kellogg’s cereal has been a staple on breakfast tables of Latina moms for generations. Building on this insight, Leo Burnett Chicago helped launch Kellogg’s first-ever Spanglish campaign, “On Moms’ tables Aquí y Allá” – meaning “On Moms’ tables here and there” – to celebrate the longstanding emotional relationship with the storied brand.
The result is a fully integrated creative campaign featuring in-store advertising and a :30 commercial that incorporates a human-centered approach to reinforcing culture through production. The dynamic content was filmed in Mexico City with an entirely Hispanic crew alongside bicultural talent – creating an environment where the actors were able to tap into their own lived experiences at the breakfast table to drive authenticity.
The launch of the campaign keeps Kellogg’s Better Days™ global ESG strategy at the core in making sure consumers feel seen, heard and included when food is advertised – consciously incorporating inflections of Spanglish, cues and body language to make the advertisements relatable.