Nestle is asking consumers to create a new jingle for its Lion cereal brand

A new European campaign for Lion Cereal, owned by Nestle's Cereal Partners, is tapping into people's lockdown creativity by asking amateur musicians to submit their own jingles for the brand.

The crowdsourced effort via Mother London is encouraging people to share their jingle ideas on social media using the hashtag #KingoftheJingle. To promote it, Mother and Blinkink director Chris Bristow created three ads featuring examples of tunes for the brand in different genres—pop, rap and EDM. 

All are united by the signature lyrics “It’s chocolate, caramel, crunchy. It’s breakfast cereal Lion Style.” The brand also created a Spotify album consisting of nine jingles, which people can win on vinyl as part of a prize associated with the campaign. 

The campaign has already gone live in Romania, Greece and Poland, and will roll out in other markets, including the U.K., Russia and France, from this week.