Why Leo Burnett and Kellogg Canada Used a Bitter Gnu to Celebrate 70 Years of Partnership
A 70-year brand-agency partnership? That’s nothing to scoff at… unless you happen to be a rejected mascot that has struggled to find work since.
To contextualise, Leo Burnett Toronto and Kellogg Canada recently celebrated this milestone occasion together. During a night of feasting at ‘The Oxley’ in Toronto, the gathering was punctuated with the release of an animated, documentary-style homage to the relationship featuring ‘Newt the Gnu’, a resentful ‘second fiddle’ to the now famous ‘Tony the Tiger’.
Highlighting Newt as one of four in-market tested characters aspiring to take the coveted front of the ‘Frosted Flakes’ box, the short sees the resentful runner-up walk viewers through his failed acting career and showcase his very own LinkedIn profile (which actually exists!), all of which is set against a backdrop of iconic brands and advertising work created by Kellogg Canada and Leo Burnett over the decades.
LBB’s Josh Neufeldt sat down with Leo Burnett Toronto co-CCO Steve Persico, and Kellogg Canada vice president, marketing and wellbeing Emma Eriksson, to discuss why this creative approach was perfect for such a big occasion, and why this long standing relationship is indeed ‘a partnership to make anyone jealous’.
LBB> This film is meant to celebrate 70 years of partnership between Kellogg Canada and Leo Burnett. As such, what was the brief, and how did the idea for this spot come to pass?
Emma> We wanted to do something that celebrated this important milestone in a unique and clever way, and at the same time, acknowledge the extensive catalogue of work that’s been created over the last 70 years. As the concept started to take shape, we collectively knew we had something special in the works.
Steve> Our partnership with Kellogg Canada is as important to Leo Burnett as it is rare for the industry. The brief was to celebrate how lucky we are to be in the partnership after 70 incredible years, which naturally got us to thinking about those who aren’t so lucky.
LBB> Highlighting this long-standing relationship as something that would make anyone jealous is super clever! Was this the first approach you came up with, and what made it the best one for the job?
Steve> Thank you! We’re so happy with where we ended up, but this was far from the first approach we came up with. There was a long line of fun, great ideas that, in the end, lost out to ‘Newt the Gnu’.
Emma> Everyone who works on the Kellogg’s account understands that they’re part of something special. We all feel very fortunate to be the stewards of these iconic, beloved brands, and to have helped nurture them over time. Turning that sentiment on its head and getting the perspective of someone who wasn’t a part of that (Newt) was a unique and clever way to say how lucky we all feel to be part of this long standing partnership.
LBB> Where did the idea for Newt come from? Tell us about how the character developed!
Steve> Newt’s origins are actually a true story. He really was one of a few Kellogg’s mascots that was tried for ‘Frosted Flakes’ long ago, and the black and white comic he reads in the short actually ran. When we found him, we let the story of Newt guide us to who he would be now - clearly no contest against ‘Tony the Tiger’, but still loveable in his own right, with a dusting of obsession about it all.
LBB> Combining real-life shots with animated elements is super clever. How did you approach this task, and in particular, how did you bring his house - retro feel and all - to life?
Steve> We’ve seen lots of Kellogg’s mascots interact with the real world, so it made sense to put Newt in it too. Then, it was really all about imagining exactly what his world would be.
For his house, it was all about creating a space that truly embodied living in the past. The team at Circle Productions and our art directors worked hand-in-hand developing the photography on the walls that made the home really feel like Newt’s, while telling a little bit of the story of the life he’s had.
LBB> You worked with Tonic DNA to bring Newt to life. What was this process like, and why were they the perfect team to accomplish this?
Steve> Tonic DNA was incredible to work with! Not only were they beyond collaborative, they really took to heart the idea of bringing Newt’s personality to life with his movement; how he sort of mopes when he walks, little facial cues - all of which came together to make him feel real. And, not only were they able to do a great job, they were able to do it when the clock was ticking.
LBB> How long did the process take, and do you have any anecdotes to share from the experience?
Steve> The original conception of the idea took the majority of the time. But once we had our first script, things moved very quickly to get to the final product, and it was a combination of incredible teams and people working together to bring it to life.
Vapor Music did the audio, casting and voice direction, and they were so great at bringing that personality out of our talent in a way that felt as natural as a talking, animated gnu can be. And, were it not for Outsider Editorial, Fort York and Studio Feather being as great as they are, alongside having miraculous efficiency, it wouldn’t have got there.
Beyond this, it can’t be overstated how much our director, Tim Hamilton, and everyone at Circle Productions brought to this. It truly came out miles beyond where we thought it would, and it 100% would not have even been close without them.
LBB> Another highlight of the spot are the scenarios in which Newt tried to find odd jobs, but didn’t succeed in the long term. What was the writing process like for these scenes?
Steve> We could have done a million of them. We had an absolute riot imagining Newt trying (and not succeeding) in all these different genres of advertising, but ultimately, we needed to pick and choose to tell the story of his slow slide into obscurity.
LBB> What challenges have you faced during this project? How did you overcome them?
Steve> The only real challenge was time. And, the way we overcame it was everyone being completely on the same page. This really wouldn’t have been possible were it not for the trust and strength of our partnership with the Kellogg team. This work doesn’t just tell the story of our great partnership… it’s proof.
Emma> Once we found Newt, the process was surprisingly smooth, especially given the tight timelines we were up against. The whole project was about celebrating the partnership, and the fact that this went as smoothly as it did is a real testament to the strength of it.
LBB> How have people reacted to this campaign?
Steve> We’ve heard a lot of great feedback from people inside the industry and out. Most importantly, getting to share it with everyone at the 70th anniversary party was a really special moment!
Emma> The reaction has been fantastic - not only from Kellogg Canada and Leo Burnett team members, but also from those who’ve been a part of this partnership in the past! The documentary-style short isn’t just a tribute to everyone on the team now, it’s for everyone who’s been part of the team any step along the way.
LBB> What has this Kellogg Canada/Leo Burnett partnership meant to you?
Steve> Kellogg’s is iconic. They have all the brands that all of us grew up with, and getting to work on them comes with real history. When you’re working on the Kellogg’s account, you’re part of something, and the people on their team make it really special.
Emma> 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. Everyone who works on it knows they’re part of something special, and this 70-year mark is proof that it truly is.
