Sweet and spicy flavours have been everywhere lately – from brunch menus to social feeds – and breakfast was next in line for a shake-up. Enter Kellogg’s Crunchy Nut Hot Honey Crunchies, the brand’s first-ever sweet-meets-spicy cereal, and a campaign designed to make mornings a little less predictable.
To bring the launch to life, we created the Swicy Breakfast Delivery Service – a playful, real-world activation that took the trend straight to the streets.
TV personality Pete Wicks stepped into the role of Britain’s boldest breakfast milkman, rolling through London in a retro milk float to deliver boxes of the new Kellogg’s Crunchy Nut cereal directly to fans.
Each drop was paired with fresh milk from Bidlea Dairy Farm, naturally rich in casein and chosen as the perfect creamy counter to the cereal’s sweet heat.
The execution blended experiential, social and PR, creating a highly visual moment that was made to be shared – and talked about. From surprise doorstep deliveries to social-first content and media buzz, the campaign turned an emerging food trend into a tangible breakfast moment.
It comes as new research reveals Brits crave bolder flavours in the morning, with many saying spice wakes them up better than coffee.
