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

Crowdsourced campaign via Mother is rolling out across Europe

Published On
Mar 11, 2021

Editor's Pick

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.



Mar 11, 2021
Client :
Lion Cereal
Agency :
Creative :
Strategy :
Production Company :
Director :
Chris Bristow
Executive Producer :
Bart Yates
Producer :
Georgina Fillmore
Production Manager :
Sandy Liddle
Casting :
Hammond & Cox
Stefan Yap
Art Director :
David Hamilton
Wardrobe :
Natalie Wilkins
Editor :
Ryan Beck
Editor :
Final Cut
Post :
Coffee & TV
Music Supervision :
Major Tom

Need a credit fix? Contact the Creativity Editors