Special for a Reason

Client: Special K (WK Kellogg Co)

Within just one week, we created a viral sensation, drove an authentic brand connection and debunked decades of stereotypes by ideating and creating the first-ever limited-edition Special K cereal box with a pregnant woman on the front.

Once a breakfast staple, cereal has slipped from the public mind in lieu of other breakfast options. Special K, once resonated with consumers in the 80’s and 90’s, has struggled to gain relevancy and meaning with the next generation of consumers. Going into 2024, Special K had one goal: reclaiming its relevance with consumers. We learned cereal is ONLY as 'special’ as the people it’s made for. To empower those who are ‘Special for a Reason’, we created a pro-pregnancy platform and put mom-to-be and New York Times bestselling cookbook author Molly Baz on the front of Special K cereal boxes – as the first pregnant woman to grace the front of a cereal box. Along with a $25,000 donation to Women United through the United Way, the campaign celebrated and uplifted women and put the brand at the center of pop culture. Deemed one of the brand’s most successful PR activations, this bold move elevated Special K as a champion for pregnant women.