Summary:
51% of surveyed consumers liked the new Kellogg's ad featuring Cornelius the Cockerel.
The ad combines humor and catchy music, appealing especially to viewers under 55.
However, 26% of respondents disliked the ad, particularly criticizing the music choice.
Mixed opinions on the giant chicken concept, with some viewers finding it distracting.
The memorable tagline, ‘see you in the morning’, resonated well with the audience.
The Consumer's Voice in Advertising
Why is the ad industry so slow to consider the opinion of the consumer when debating whether work is ‘good’ or ‘bad’? YouGov’s Jake Gammon is addressing that disparity with his monthly column, The People’s Verdict. Today he sees whether people welcomed the return of a Kellogg’s icon.
Kellogg’s new ad campaign, ‘See You in the Morning’, features a giant chicken (yes, that one) stalking through a city, backed by Jurassic 5. It is certainly striking, but has Cornelius the Cockerel’s morning strut hit the right notes? It has been a while since we’ve seen this mascot on our screens, and never quite like this.
YouGov utilized its AI Qualitative Explorer tool to gauge the feelings of 2,086 people across the United Kingdom regarding this ad. Here are their thoughts, in their own words.
The Good
The music and the main character are by far the most talked-about elements, and while both elements divide opinion to an extent, they combine to create an ad that is liked by the majority of the population. 51% say that overall, they like the ad, while only 26% disliked it. That’s a good score, you'd expect an average campaign to roughly take 40% like to 20% dislike.
For most people commenting, the chicken was humorous and attention-grabbing. One viewer stated, “I liked the rooster and the music. I thought it was a clever advert,” while another remarked, “The chicken is very iconic of the brand and easily recognized.” The upbeat and catchy tune was a highlight for many viewers, especially those aged under 55. One respondent noted, “The music was funky. I thought the chicken was cleverly done.” A sharp-eared handful of viewers spotted the subtle Rice Crispies reference; the words “snap crackle pop” feature in the soundtrack, which is ‘Jayou’ by Jurassic 5.
The Less Good
Not everyone was a fan of Jurassic 5, with this dislike rising with age. Some found it a distraction rather than an enhancement for the ad, while others felt the tune didn’t quite fit the advert’s theme. Comments included, “The music doesn’t suit the advert,” and “I hated the rap music and its dirgy repetitive noise.”
If the music was a topic of debate, the idea of a giant chicken stomping through a city was even more polarizing. One respondent pointed out, “Too much focus on a chicken. I know it’s the logo, but it seems more like an egg advert than cornflakes.” Another viewer expressed confusion, stating, “I was too focused on the chicken to pay attention to what the key message of the advert was.”
The Key Message
Despite the mixed reactions, the line the ad wanted us to remember was “see you in the morning”. This was widely identified by viewers and associated with the Kellogg’s brand. Many appreciated its simplicity and relevance to the theme of starting the day with breakfast. Overall, it’s a pretty resounding yes from the public regarding Cornelius the cockerel and his funky soundtrack.
Jake Gammon is the global head of qualitative research at YouGov. Continue the conversation here.
Comments
Join Our Community
Create an account to share your thoughts, engage with others, and be part of our growing community.