Big Challenge: getting oats to go beyond breakfast
Continuing to strengthen their long-time partnership with Mornflake, F&F has developed the newest innovation in hot serve, ‘Anytime Oat Crumbles’ called Yup!
Focusing on the idea of giving people the freedom to enjoy ‘whenever’ opened up the opportunity to define a unique brand proposition, disrupting the hot instant cereal category and banishing the boring!
Yup!
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Naming
Research
Brand positioning
Brand identity
Packaging design
Copywriting
Brand world
“We wanted to shift away from the breakfast image of a static bowl of oats. Sweet and fun, Yup! is more about looking good on-the-go rather than the kitchen table.”
Alex Durbridge, Creative Director at F&F