Title	CHARLES DICKENS
Brand	KELLOGG'S
Product/Service	RICE KRISPIE SQUARES
Category	A04. USE OF AMBIENT MEDIA: SMALL SCALE
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

Results and Effectiveness

During this highly successful campaign brand awareness peaked and sales of Rice Krispies Squares increased by 31-52% - although it was during the annual Notting Hill Festival of Lies.

Creative Execution

We identified that the location most of our young audience would be thinking about buying a Squares bar is the humble newsagent, a particularly cluttered environment. So we used the outside of the stores to attract passers-by simply by placing special Rice Krispies Squares Blue Plaques. In the exact style as commemorative Blue Plaques found across Britain. However, each one had a humorous lie on them. Seamlessly tying-in with the wider print and TV campaign idea of ‘It’s All Lies – They’re Not Even Square’. This irreverent act tapped into the phyche of young people, putting our brand at the forefront of their hearts, minds and funnybones. Hitting exactly the right spot, in the right place, at the right time.

Insights, Strategy and the Idea

We wanted to increase awareness of Kellogg’s Rice Krispies Squares to 18-14 year olds. A difficult audience to reach, who would rather fill up on a chocolate bar, let alone remember Rice Krispies Squares, when it came to snack time.