The Brand: Kellogg’s Nutri-Grain Bars

Visual Storyteller + Art Director: April Speed

Co-Creative Directors: April Speed and Anne Patanella

Film Director: Hernandez Productions LA

Agency: Leo Burnett Chicago

This is a series of :30 second TV commercials that reside within a broader campaign titled “Respect Yourself in the Morning” for Nutri-Grain Bars. My partner and I wrote and created this effective and memorable campaign for our Kellogg’s client. The ask: Increase sales in the flat breakfast bar category by reminding busy people to eat something good for breakfast.

A simple, honest reminder to “Respect Yourself in the Morning”, stopped people in their tracks and got them to rethink their morning habits. Built on the insight that busy people are vulnerable to making bad food choices in the morning, this campaign illustrates the consequences of those choices. The effort grew the stalled Nutri-Grain business by nearly 30% within the 1st quarter.