The campaign, which is Kellogg’s biggest ever on-pack promotion, will enable customers to design their own customised spoon on the specially created online platform, the Kellogg’s Spoon Workshop.
The promotion will feature on up to 120 million cereal boxes in 32 countries across Europe. Consumers must collect codes from three special packets in order to access the online workshop, created by digital marketing agency Isobar.
The campaign will be promoted by the hashtag #SpoonSelfie, as Isobar encourages consumers to take a picture of themselves reflected in the back of a spoon and share it via social media.
Taylor Herring PR will provide PR support, bringing in celebrity spoon bender Geller for an event at Westfield in London's Shepherd's Bush on 24 January, where he will aim to bend his one-millionth spoon.
Kellogg’s design team has also created a 'throne of spoons', inspired by the iron throne from HBO’s Game of Thrones. The throne, which took two months to build using more than 2,000 spoons, will be unveiled at the event.
Nick Bailey, executive creative director and CEO at Isobar, said: "The challenge with a promotion of this scale is to deliver something that is not only brilliantly effective for the millions that engage with it, but that feels crafted and delightful at an individual level too. I’m pleased and proud to say the team has managed this challenge with finesse."
Lucy Cawley, digital manager, Europe at Kellogg’s, said: "We are really proud of the work Isobar has done for us to bring to life a challenging execution with huge scale across our European business. The creative work uses our full brand portfolio to its maximum potential to bring a simple, engaging experience to our consumers."