Background: 

To connect meaningfully with new Chinese Canadian consumers, Kellogg’s set out to create a culturally relevant limited-edition Corn Flakes package. The goal: to celebrate Chinese New Year 2017, the Year of the Rooster. 

Our challenge was to link this seasonal moment with the brand’s iconic rooster, Cornelius, in a way that felt authentic and festive, while working within the constraints of a limited-run SKU. 

Scope & Impact: 

We led a fast-paced, collaborative design sprint, exploring over 20 initial concepts before narrowing in on a single direction through live sketch reviews. To ensure cultural resonance, the project was led by Chinese Canadian designers and reviewed with Kellogg’s Asia team to validate the design with both recent immigrants and second-generation consumers.

The client loved the vibrant, celebratory design that honoured tradition while staying true to the Kellogg’s brand. Additional storytelling on the back of the pack added cultural context and engagement opportunities for a broader audience. Originally created for Canadian retail, the design was later adapted for the UK market as part of a promotional campaign.

The response exceeded expectations: customer orders doubled initial forecasts, new listings were secured at tier-one grocery banners, and the campaign gained widespread PR coverage. The design was recognized with a Gold at the 2017 Canadian Leadership Awards and a Silver Pentaward.

CLIENT: Kellogg Canada
AGENCY: SGK Anthem Worldwide