As stated by W.K. Kellogg, the founder of Kellogg's*, "We are a company of dedicated people making quality products for a healthier worldexternal image KELLCPC2.jpgexternal image kellogg_cs2.jpg

(left) Tony the Tiger and other Kelloggs Friends (right) Cornelius the Cockerel

A Brief History Of Kellogg's

On April 7th, 1860, Will Keith (W.K.) Kellogg was born. Born into a fairly poor family, he never received an education beyond sixth grade. However that did not stop the huge impact Kellogg’s cereal later had on the breakfast industry.

It was in 1894 that Will and his brother, Dr. John Harvey Kellogg, accidentally created flaked cereal whilst experimenting with shredded wheat cereal. It took until 1906 for Will to convince his brother to set up a commercial cereal business. They initially called it 'The Battle Creek Toasted Corn Flake Company', this was soon cut down to 'The Toasted Corn Flake Company' and later simply 'Kellogg's'.

In 1906 Kellogg’s cereal hit the market, at a time when American eating habits were changing from more heavy fat laden foods to lighter more grain based Breakfasts. W.K., along with his brother, discovered that a better flake was produced by using only the corn grit or the ‘sweetheart of the corn’. This is what inspired his first campaign of the same name.

To distinguish his product from the 42 other cereal companies in Battle Creek, Michigan, W.K. placed his signature on each box and claimed they were the ‘original’, this still continues to this day.

One of the reasons the company succeeded was because it believed the entire populace might be interested in cereal foods, not just those on special diets. Also, it never settled and allowed other companies to overtake them, it was constantly evolving to meet the needs of its customers and this still continues to happen all these years later.

The Very First Kelloggs Advert

The Very First Kelloggs Advertisement Campaign
The Very First Kelloggs Advertisement Campaign

Kellogg’s very first campaign appeared in May 1906; before the cereal was even available to the general public. To promote the product, W.K, the founder of Kellogg’s, placed adverts in the magazines for housewives. The most influential being the Ladies’ Home Journal. This was also the first ever full-page advert to appear in any magazine or newspaper!

The ad took the form of a letter and ‘informed’ the public that the Toasted Corn Flake Company was sold out and could not take any more orders until 1st July (the day Corn Flakes became available to the general public). This was to give the impression that the product was immensely popular and the public could not get enough of it. This is what is known today as ‘false advertising’ as this was not true; the company had scarcely begun. However it worked and the demand for Corn Flakes rose dramatically. This advert boosted sales to 2900 cases per day and eventually they were selling and producing 1 million cases per day.

A series of adverts containing pretty country girls followed. They gave a wholesome but attractive image that still survives to this day. This campaign was known as The Sweetheart of the Corn ads.

It was in October of this year that the slogan "The Original Has This Signature.." came into use. This disappeared in recent years but is present in the latest advert to come from Kellogg's.

The 1910s

Kellogg's.jpgIn 1912, Kellogg’s took advertising to a new level. The largest electrical sign known to man was built on a roof in Times Square, New York, and it measured fifteen by thirty two metres. This was a bold step in advertising and it worked. It caught people’s attention because it stood out amongst the other adverts as it was the first of its kind.

The Electrical sign appealed to a much wider audience because it was impossible to miss it. It was situated on top of the 'Mecca' building, in the centre of Times Square, which was a popular area to be.

The 1940s


This poster is most likely trying to appeal to girls who don't like to eat anything for breakfast by telling them that this will be something tasty to eat. It is pretty. The girl who says that she used to have no appetite come breakfast time, is the main feature in this advert, probably to attract the young girls who don't eat, and their mothers, who try to push them into eating. The copy tells us a story of how nice it is to see a family all tucking into a breakfast that they can all enjoy, this is aimed at mothers, trying to tell them that they too can achieve the contentment of satisfying your family with one cereal box- a target that the typical 'Everybody Loves Raymond's mother, Marie, aims to achieve. In the 1940s the stereotypical image of the housewife mother doting upon their loving family, was a more common sight to see, and so this is exactly the type of person that this image is aimed at. The fact that this advert also includes the appearance paranoid teenaged daughter, makes it unique to the adverts that were around at that time, however the style and layout is very much typical of the 40s. It is very different to the modern Kellogg's adverts because for one thing, it doesn't have Cornelius situated on it!

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Before Now The 1950's
external image 3258164774_1220c5419c.jpg
external image 562620911_c8cb8c268b.jpgDuring the nineteen fifties perhaps the most iconic Kellogs mascot was produced. Yes, you know who it is, it's Tony The Tiger. The Frosties superstar was originally drawn up as an edgy, almost Picasso-like tiger before becoming the animated tiger he is today. The mascots provided an alluring image and children would bug their parents until they bought them. This was an effective tool used by Kelloggs.