Campaigns & Experiences
Kellogg’s Olympic Sponsorship
With all the glory focused on the finish, I helped Kellogg’s shift the narrative to celebrate the power of great starts and the potential of each new day through sponsorship of Team USA, working with the business team, agencies, and cross-functional partners to create “Start Stories.”
The program was a tremendous success, driving high levels of measured incremental revenue and ROI and ultimately paving the way for a long partnership between Kellogg’s and the U.S. Olympic Committee. This work earned the organization’s most prestigious honor: the W.K. Kellogg Values Award.
Watch this campaign come to life in Kellogg’s first-ever TV spot in the Olympics Opening Ceremonies.
Watch Now on iSpot.tv -->
“When you expand a long-established category, disproportionately grow your business in it, deliver a positive and inspirational message to consumers and have fun at the same time, you’ve truly accomplished something special.”
— Brand Leader
The Challenge
Kellogg’s sought to create salience during the Olympics, an event flooded with competing brands, emotional storytelling, and relentless ad saturation. The challenge was clear:
- Develop a campaign that stood out amid the noise, capturing the essence of the Olympics while staying true to Kellogg’s brand.
- Shift the narrative away from the finish line and redefine success through the power of great starts, aligning Kellogg’s breakfast products with the spirit of new beginnings.
- Ensure deep audience engagement, making the marketing itself feel like an experience rather than just another ad.
Constraints included limited consumer attention during the high-energy event, strong competition from other top-tier sponsors, and the need for a cross-functional approach to maximize impact across retail, media, and digital channels.
Solution Approach
To break through, I led the development of “See You at Breakfast” marketing experience architecture, leveraging Kellogg’s sponsorship of Team USA to celebrate the power of beginnings rather than just the glory of victory. This approach involved:
- Collaboration on the Strategic Narrative
- Defined an ownable brand positioning centered on how strong starts lead to greatness, aligning seamlessly with Kellogg’s breakfast products.
- Crafted messaging that reframed the Olympic journey, focusing on athlete origin stories rather than end-stage triumphs.
- Integrated Multi-Channel Planning & Execution
- PR Blitz: Activated marquee Team USA athletes to build earned media momentum leading into the games.
- In-Store & Packaging Experience: Brought the campaign into homes with athlete features on packaging and retail activations.
- Customer-Specific Promotions: Designed retailer-partnered promotions that extended engagement beyond traditional advertising.
- Immersive Digital Experiences: Developed interactive platforms where consumers could explore inspiring athlete journeys.
- Cross-Functional Partnership
- Orchestrated seamless execution across business and brand teams, media and creative agencies, and external partners to ensure campaign cohesiveness.
This full-funnel activation ensured that Kellogg’s sponsorship felt organic, inspirational, authentic, and directly connected to marketing, in-store and product experiences.
Impact & Insights
The “See You at Breakfast” campaign delivered remarkable success:
- Generated high levels of measured incremental revenue and ROI, validating the effectiveness of the engagement-driven marketing strategy.
- Strengthened brand affinity, redefining Kellogg’s role in the Olympics beyond just a commercial sponsor.
- Paved the way for a long-term partnership between Kellogg’s and the U.S. Olympic Committee.
- Earned Kellogg’s most prestigious honor—the W.K. Kellogg Values Award, recognizing excellence in brand execution and impact.
One key insight from this initiative was the power of reframing narrative structure rather than competing for attention with typical Olympic victory-themed storytelling, Kellogg’s owned a unique space by celebrating the great potential for athletes (and consumers) at the start of each new day.
Key Recommendations
For brands seeking to create breakthrough marketing experiences in saturated environments, these principles are essential:
- Find a unique narrative angle that cuts through convention and competition.
- Design marketing as an experience, earning consumer attention rather than interrupting it.
- Integrate across touchpoints, from media to in-store, ensuring salience and connection to purchase.
- Leverage real-world ambassadors, using powerful human stories to reinforce brand relevance.
- Commit to long-term partnership strategies, ensuring activations extend beyond one-time events.
Work I’ve done for them helps make the work I do for you even better.
Let’s Start Something Great Together -->
© 2025 Brian Broveleit. All rights reserved.
Brian Broveleit
Campaigns & Experiences
Kellogg’s Olympic Sponsorship
With all the glory focused on the finish, I helped Kellogg’s shift the narrative to celebrate the power of great starts and the potential of each new day through sponsorship of Team USA, working with the business team, agencies, and cross-functional partners to create “Start Stories.”
The program was a tremendous success, driving high levels of measured incremental revenue and ROI and ultimately paving the way for a long partnership between Kellogg’s and the U.S. Olympic Committee. This work earned the organization’s most prestigious honor: the W.K. Kellogg Values Award.
Watch this campaign come to life in Kellogg’s first-ever TV spot in the Olympics Opening Ceremonies.
Watch Now on iSpot.tv -->
“When you expand a long-established category, disproportionately grow your business in it, deliver a positive and inspirational message to consumers and have fun at the same time, you’ve truly accomplished something special.”
— Brand Leader
The Challenge
Kellogg’s sought to create salience during the Olympics, an event flooded with competing brands, emotional storytelling, and relentless ad saturation. The challenge was clear:
- Develop a campaign that stood out amid the noise, capturing the essence of the Olympics while staying true to Kellogg’s brand.
- Shift the narrative away from the finish line and redefine success through the power of great starts, aligning Kellogg’s breakfast products with the spirit of new beginnings.
- Ensure deep audience engagement, making the marketing itself feel like an experience rather than just another ad.
Constraints included limited consumer attention during the high-energy event, strong competition from other top-tier sponsors, and the need for a cross-functional approach to maximize impact across retail, media, and digital channels.
Solution Approach
To break through, I led the development of “See You at Breakfast” marketing experience architecture, leveraging Kellogg’s sponsorship of Team USA to celebrate the power of beginnings rather than just the glory of victory. This approach involved:
- Collaboration on the Strategic Narrative
- Defined an ownable brand positioning centered on how strong starts lead to greatness, aligning seamlessly with Kellogg’s breakfast products.
- Crafted messaging that reframed the Olympic journey, focusing on athlete origin stories rather than end-stage triumphs.
- Integrated Multi-Channel Planning & Execution
- PR Blitz: Activated marquee Team USA athletes to build earned media momentum leading into the games.
- In-Store & Packaging Experience: Brought the campaign into homes with athlete features on packaging and retail activations.
- Customer-Specific Promotions: Designed retailer-partnered promotions that extended engagement beyond traditional advertising.
- Immersive Digital Experiences: Developed interactive platforms where consumers could explore inspiring athlete journeys.
- Cross-Functional Partnership
- Orchestrated seamless execution across business and brand teams, media and creative agencies, and external partners to ensure campaign cohesiveness.
This full-funnel activation ensured that Kellogg’s sponsorship felt organic, inspirational, authentic, and directly connected to marketing, in-store and product experiences.
Impact & Insights
The “See You at Breakfast” campaign delivered remarkable success:
- Generated high levels of measured incremental revenue and ROI, validating the effectiveness of the engagement-driven marketing strategy.
- Strengthened brand affinity, redefining Kellogg’s role in the Olympics beyond just a commercial sponsor.
- Paved the way for a long-term partnership between Kellogg’s and the U.S. Olympic Committee.
- Earned Kellogg’s most prestigious honor—the W.K. Kellogg Values Award, recognizing excellence in brand execution and impact.
One key insight from this initiative was the power of reframing narrative structure rather than competing for attention with typical Olympic victory-themed storytelling, Kellogg’s owned a unique space by celebrating the great potential for athletes (and consumers) at the start of each new day.
Key Recommendations
For brands seeking to create breakthrough marketing experiences in saturated environments, these principles are essential:
- Find a unique narrative angle that cuts through convention and competition.
- Design marketing as an experience, earning consumer attention rather than interrupting it.
- Integrate across touchpoints, from media to in-store, ensuring salience and connection to purchase.
- Leverage real-world ambassadors, using powerful human stories to reinforce brand relevance.
- Commit to long-term partnership strategies, ensuring activations extend beyond one-time events.
Work I’ve done for them helps make
the work I do for you even better.
Let’s Start Something Great Together -->
© 2025 Brian Broveleit. All rights reserved.