Burnett Gets Fresh for Kellogg’s

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. He added that the spots are meant to be an ironic take on lushly shot movies like Days of Heaven.

In order to find the perfect field for their production shoot, Burnett creatives scoured the country before looking overseas. While they considered filming in Northern California, they eventually settled on a strawberry field near Auckland, New Zealand.

“Its not easy to find a lush field in the middle of January,” Doyle said, who hired Kiwi actors for the four-day shoot.

Print work, also breaking on Monday, was photographed in the style of 1940s ads, with tongue-in-cheek copy about the “crop of cereal boxes.”

The creative team also included art director Tom Gorton, copywriter Jason Wright and producer Dennis Bannon. Mike Bigelow of Space Program in Universal City, Calif., was the director.