Kellogg's Frosted Flakes puts classic mascot in popular memes

Kellogg’s has partnered creative agency Leo Burnett to refresh the cereal brand's 70-year-old “They’re Grrreat!” slogan for its Frosted Flakes cereal in a humorous, and tongue-in-cheek new campaign.

The “They’re That Gr-r-reat!” campaign aims to showcase the cereal’s flavour to a whole new generation through a diverse range of social media formats such as gifs, memes, videos, and stills.

Don't miss: Leo Burnett makes slew of hires as it strengthens Singapore office

In one of the videos for the campaign, the cereal’s mascot Tony the Tiger makes an appearance in the “This is fine” meme where a yellow dog in a hat tries to relax in a burning house.

The yellow dog says its famous “this is fine” line before it gets offered Kellogg’s Frosted Flakes, saying “but this is great”.

“Frosted Flakes has been a beloved household favourite for generations, standing the test of time and making it a timeless classic in the cereal world,” said Leo Burnett in a statement.

“Now, the brand is creating a new suite of creatives designed to re-engage Frosted Flakes fans and drive relevance across newer and younger audiences – giving new meaning to what it means to be great in a modern world,” the agency said in a statement.

The campaign will span across TV, social and online video advertising to showcase the cereal in memes such as a lady confused with math and more familiar scenarios such as physical education class in school.

Last year, Kellogg's announced that it would be splitting into three independent public companies, retaining its core global snacking business while spinning off its North American cereal and plant-based food businesses.

The temporary names for the three companies are Global Snacking Co., North America Cereal Co., and Plant Co. This comes a decade after Kellogg snapped up Pringles for US$2.7 billion. 

Join #PRAsia on 2 November in Singapore and 8 November in Malaysia, connecting 100+ PR and communication leaders worldwide to share ideas, forge partnerships, and unlock endless possibilities.

Related articles:
MILO celebrates Singapore spirit with limited-edition sachet packs
McDonald's brings back classic Grimace mascot: How brands can tap into nostalgia marketing
Kellogg's bites down on SEA social strategy with Lion & Lion