Challenging the conventional – a SURREAL case study

Brands increasingly face the risk of getting lost in the sea of sameness as almost every category pillar has become increasingly saturated with competition. So much so that brands must now find ways to create clearly identifiable propositions that importantly, give consumers a reason to stop and engage.

One route? Introduce something downright unconventional – possibly even questionable at best…and would you believe that SURREAL [of all brands] has launched a new cereal flavour through a collaboration with KFC ? 

Enter KFCereal , so you can “Wake up and smell the coffee gravy”. Launched under the tagline “think you can’t have KFC for breakfast? Think again”, the logic is as ridiculous as it is simple. KFC isn’t usually open for breakfast, so SURREAL is bringing consumers the next best thing: “a cereal that tastes just like KFC”. So ditch the milk and get ready to pour gravy into your breakfast bowl…

The cereal’s macronutrient profile follows SURREAL’s familiar status quo, packing 19g of protein per serve [from soy protein]. The key distinction lies within the ingredient string...