'Newt the Gnu' Returns to Celebrate Leo Burnett Toronto's 70-year Partnership with Kellogg Canada

“There are two sides to every success story.” Leo Burnett Canada recently brought together one of their longstanding clients, Kellogg Canada, for an evening at The Oxley in Toronto to celebrate 70 years of working together. The gathering was punctuated with the release of an animated homage to the relationship.

The documentary style short features 'Newt the Gnu,' a wishful spokes-character, as the resentful ‘second fiddle’ to the now famous and ubiquitous Tony the Tiger found on iconic Kellogg’s Frosted Flakes cereal boxes. The fictional story highlights Newt the Gnu as one of four in-market tested characters aspiring to take on the coveted front of the box, but for whom the position was sadly short-lived. 

"We've done a lot of great things together,” said Steve Persico, co-CCO, Leo Burnett Canada. “Instead of patting our own backs we decided it would be nice to hear what the one and only nay-sayer had to say." 

While describing the creative process that led to the creation of Tony the Tiger, Newt the Gnu’s resentment is amplified as he walks viewers through a montage of his failed acting career. All of which is set against a backdrop of iconic brands and advertising created together by Kellogg Canada and Leo Burnett over seven decades. The campaign was also accompanied by Newt the Gnu’s very own LinkedIn profile and posts to drive engagement.

“A partnership that has lasted this long and is still going strong is a huge testament to everyone who has touched the Kellogg’s brand on both the agency and client side,” said Emma Eriksson, vice president, marketing and wellbeing, Kellogg Canada Inc. “Everyone who works on it knows they’re part of something special and this 70-year mark is proof that it truly is.”

The short, which delighted the audience and was met with much applause, made it all too clear that the longstanding relationship between Kellogg Canada and Leo Burnett is indeed “a partnership to make anyone jealous.”

“The secret to the success of our 70-year run?” added Mandy Eaton, vice president and group account director, Leo Burnett Canada. “Simply put, it’s a true partnership through and through. One based on mutual trust, respect and a shared passion for Kellogg and its beloved brands.”