Crunchy Nut’s infamous strapline, ‘the trouble is they taste too good’ has been reimagined into a catchy new jingle in the latest work for Kellogg by Leo Burnett. The tongue-in-cheek new campaign shows that Crunchy Nut obsessives will swap anything for a bowl of Crunchy Nut.

The new campaign titled ‘Obsessed’ is the first in a series of new spots that show just how far Crunchy Nut fans are willing to go to get a bowl of their favourite cereal. A 20 second film opens with a scene of a couple in bed kissing. 

The man whispers to his partner: ‘Could life get any better?’ But for the woman, the answer is yes. She reaches across to a lamp on her bedside table which acts as a lever which flips over the mattress and swaps her lover for a bowl of Crunchy Nut. She happily tucks into the bowl as the new catchy jingle kicks in and the strapline: ‘The trouble is they taste too good’.

The work from Leo Burnett aims to challenge the wholesome healthy conventions of cereal advertising by adding a fun twist in line with Crunchy Nut’s playful tone of voice. 

“Our aim for this work was to crash Crunchy Nut’s iconic line into pop culture… what better way to do this than using humour and a ridiculously catchy, meme-able jingle? Crunchy Nut has always been known as an entertaining advertiser: this campaign aims to keep that torch burning.” explained Mark Elwood, Executive Creative Director at Leo Burnett UK.

For the first time in the decades since the line was introduced, the iconic strapline has been turned into a catchy jingle, in attempts to create a new audio meme. The campaign capitalises on the growing trend of sonic branding as the power of audio leaves audiences with the tune in their heads and the asset can be easily reproduced and used as the punchline in future iterations of the campaign. 

‘Obsessed’ is the first in a series of films which are all due to launch over the coming weeks across video on demand, TikTok and Instagram channels. Each film will follow the trials and tribulations of a Crunchy Nut fanatic’s life and her all-encompassing desire for her favourite cereal.

The catchy jingle and cheeky storyline embody the fun-loving nature of the brand, challenging conventions of the genre and spotlighting the charm of the well-established cereal.