Kellogg’s cereals were under threat from supermarket own-label brands during the economic downturn.

Kellogg’s has an unwavering commitment to quality, and we needed to communicate that this quality can only be found in Kellogg’s boxes. We used W.K. Kellogg’s signature as the sign of quality; the sign of 100 years of heritage and recipe perfection.

This was the 4th most effective ad of 2009 (TNS), and Kellogg’s saw an increase in sales (12%) for the first time in five years.