Kellogg partners with What Willy Cook for social-first Crunchy Nut campaign

Kellogg’s Crunchy Nut has teamed up with foodie influencer What Willy Cook for a social-first campaign in which the influencer adapts Crunchy Nut’s earworm jingle into a nutty song about his encounters on his journey to finding out what makes Crunchy Nut so irresistible.

The film opens with the title ‘Journey to the Centre of the Bowl’ on-screen. It goes on to document Willy and his friend’s expedition to discover the secret of Crunchy Nut. After shrinking themselves down with a laser, the pair infiltrate the honeybees to find out their honey secrets, and later they fight squirrels in a Judo match to secure the scrumptious nuts – all in an endeavour to find out why Crunchy Nut tastes so good.

The idea for the song and music video came from Leo Burnett, lyrics were written by What Willy Cook and the animation within the film was created by Bite Collective and Absolute. The social-first film will be supported by a series of 15-second edits. Each will be released by Kellogg across TikTok and Instagram. 

“With this partnership, our goal was to drive fame to Crunchy Nut’s ridiculously catchy jingle… what better way to do this than co-creating a hilarious, wildly absurd song with What Willy Cook?” said Sarah Greene, European Brand Manager at Kellogg.