‘We Do Breakfast’ was a pan-European TV and social campaign developed to solve a uniquely complex client challenge: create a single, ownable platform that could hero multiple Kellogg’s cereals, travel across markets, and still feel culturally relevant in every territory.

The solution was a modular, sketch-based format built around the universal truth that everyone does breakfast differently. Each execution flexes effortlessly, swapping in different moments, products and product combinations, allowing markets to tailor the work while maintaining a consistent creative idea and tone.

Designed with both scale and efficiency in mind, the campaign delivered significant improvements in ROI and profit across Europe, while maximising production value and longevity. It was also recognised externally, ranking as the third-best ad of 2022 in System1’s national results.