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NEW YORK For the estimated $50 million launch of Kellogg’s Fruit Harvest cereals, Leo Burnett personnel wanted to create a suitably cinematic TV campaign illustrating the fresh taste of the product.
Two spots, breaking on Monday, show farmers performing their daily chores, which involve harvesting a crop of the cereal box itself. “Ripe for the picking” is the tagline.
“The idea was to create a mythical place where farmers earnestly tend to their crops,” which turn out to be the cereal, said Gary Doyle, executive creative director at the Chicago shop.
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