Title	DR JOHNSON
Brand	KELLOGG'S
Product/Service	RICE KRISPIE SQUARES
Category	C05. POINT OF SALE
Entrant Company	LEO BURNETT LONDON, UNITED KINGDOM
Advertising Agency	LEO BURNETT LONDON, UNITED KINGDOM

Name	Company	Position
Justin Tindall	Leo Burnett London	Executive Creative Director
Don Bowen	Leo Burnett London	Creative Director
Ben Gough	Leo Burnett London	Copywriter/Art Director
Graeme Bowman	Leo Burnett London	Copywriter/Art Director
Ed Richards	Leo Burnett London	Agency Account Director
Caroline Voller	Leo Burnett London	Agency Account Director

Brief Explanation

Newsagents are particularly busy places. Hundreds of products. Hundreds of messages vying for your attention. Very little space. Very little dwell time.

The Brief

Increase awareness of Kellogg’s Rice Krispies Squares, in or around the point of sale, to young people aged 18-24.

How the final design was conceived

The solution was to grab attention on the outside of the store, rather than within, with humorous, on-brand fake Blue Plaques. The design and materials were chosen to perfectly replicate a genuine English Heritage blue plaque.

Indication of how successful the outcome was in the market

During this highly successful campaign brand awareness peaked and sales of Rice Krispies Squares increased by 131-152% - although it was during the annual Notting Hill Festival of Lies.