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Case Studies


Kevin Keegan ‘Special K’ campaign

Kevin Keegan ‘Special K’ campaign

Best practice from JWT London.

Kevin Keegan is lovingly called Special K by Newcastle United supporters.

In the spirit of celebrating his managerial return to St James’ Park, JWT London capitalised on the Special K media frenzy.

They conceived a series of ambient advertising stunts amongst the Newcastle fans involving Kellogg’s Special K breakfast cereal.

Activities involved body painting, a huge flag and distributing hundreds of Special K placards.

The result was a campaign that saw the traditionally female-targeted low-fat brand cross over into the male-dominated sports arena.

Click the video below to see how the work helped raise awareness of, and consumer engagement with, the brand was well as generating a substantial amount of PR.

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