Multigrain Shapes Re-launch
How do you push against an open door and make a relaunch successful?
Key Information
HFSS Compliant
Brand experience built into the food


Kellogg's wanted to re-launch their cereal brand Multi-Grain Shapes to increase awareness and engagement with the product. As a core HFSS compliant cereal within the portfolio, the brand saw this as an important opportunity.


KI conducted market research to get under the skin of what the perception of the brand was all about. We identified storytelling as the core communications platform and so set about creating assets that conveyed this clearly to the consumers. We built a dynamic new website for desktop and mobile as well as designing 8 new games and a raft of video content.


The brand has gone on to become one of the most popular children's cereals available today.

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