Since the dawn of breakfast cereals, cereal makers have done everything to get kids excited at the sight of their cereal box. We'd seen it all; rainbow cereals bursting with vibrant colours, moon, star, heart and even animal shaped cereal. But no one had been able to create anything truly magical, at least not until YumBowl.

Golden Penny Foods, makers of YumBowl, were successful in creating the world's first and only cereal to magically change colour while it's being made. Just add hot water, stir gently, and voila, your spoon feels like a wand as you watch the cereal magically change colour to reveal its unique flavour. This really got kids excited.

We had finally created magic, but there was only one problem, we couldn't use the one word that perfectly described what this cereal was - magic.

Regulators made it an impossible task, but we had to find a way.

Preserve the magical spark of the brand by creating a campaign that invites kids into a magical world of wonder using some of their favorite cartoon characters.

To communicate the element of wonder already inherent in the product without losing any of its magical spark, we looked to the one place that kids find to be the most awe-inspiring - the magical world of cartoons.

We created a series of ads with our cereal as a portal into a magical world of wonder for iconic cartoon characters whose stories have a hint of magic.

The campaign generated demands from consumers locally in Nigeria and in other countries like Ghana. Strategic partnerships with beloved Nigerian influencers like KieKie and Lasisi, whose kids appear to be in love with the cereal also helped to increase the mileage and influence of the campaign.

The YumBowl campaign succeeded in positioning the cereal as an exciting, wonder-filled breakfast experience. Kids loved the magical transformation, parents appreciated the fun storytelling, and Golden Penny Foods saw increased demand across Nigeria and beyond.