Bake Sale Dancing Cereal Prank, Chocolate Ice Cream Photo Prank with Cereal Statue, Peo... - Kellogg's, Krave | Clapboard Ad Archive

Kellogg’s Krave broke from standard snack campaign convention in 2013 with the Bake Sale Dancing Cereal Prank and the Chocolate Ice Cream Photo Prank with Cereal Statue, a digital push that transformed the somewhat predictable world of breakfast cereal marketing into a stage for live-action mischief and surreal visual metaphors. Conceived for the US market and activated through online video, the campaign positioned Krave as an unapologetically fun brand in the highly competitive confectionery and snacks sector, channeling a mischievous and youthful energy designed to carve out distinction in a cluttered digital landscape. The central conceit—featuring the Chocovore, a quirky Krave mascot that hijacks teens’ moments of chocolate indulgence—swiftly dispensed with the familiar problem-solution structure in favor of a strategy that sits squarely within Clapboard’s FORMAT#9—Symbolize the Benefit, deploying exaggerated visuals and absurd scenarios as metaphors for the cereal’s irresistible lure. With stunts such as an anthropomorphic cereal statue swooping in to steal chocolate ice cream or upending bake sales through impromptu cereal-fueled dance pranks, the work relies on shareable spectacle rather than overt product messaging, targeting younger social audiences attuned to fast-moving, meme-friendly content. This choice of format amplifies Krave’s distinct brand personality: playful, unpredictable, and obsessed with all things chocolate—qualities reinforced both by the prank-driven narratives and by the Chocovore character’s gleeful disregard for boundaries. Across three video assets, the campaign’s constructed reality is governed by the premise that Krave’s chocolate filling is so powerful, it drives comically wild behavior in teens and cereal mascots alike; this dramatization is both a device for instant brand recall and an open invitation for viewers to participate, share, or comment. By staking its claim as a purveyor of mischievous fun rather than conventional breakfast nutrition, Krave successfully reframes morning routines as opportunities for entertainment and digital interaction, amplifying visibility and brand affinity through audience engagement and viral reach—as evidenced by the campaign’s traction with over 355,000 online video views. The campaign earns 63/100 in Clapboard’s global creative archive. This work matters to the industry because it demonstrates that even legacy food brands can capture digital attention and cultural currency by embracing irreverence and symbol-driven storytelling.