the infamous gay and trans cereal

Kellogg’s launched Together with Pride cereal: a real, on shelf cereal, available in 9 retail chains across the country for Pride. Every purchase meant $3 donated to GLAAD, supporting the LGBTQ+ community. In 2021, every brand and their grandparent company was called out for rainbow washing: when brands slap a rainbow on a product without actually contributing or caring about the community.

We kept the community contribution at the forefront, and stayed committed to fun. No more sad gay ads, we are sad enough.

CD: Rick Hamman
Producer: Hope + Dreams
Director/Editor: Viacom
Sound: Vanessa Thurlow

boxes are for cereal, not people.

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We concepted the on-box copy and all launch materials for Together with Pride cereal. We rallied around “Boxes are for cereal, not people” and added pronoun education to the back of the box.

For every box of Together with Pride cereal sold, Kellogg’s would be donating $3 to GLAAD to keep boxes for cereal and let people be who they were meant to be.

**and it’s gorge!**

We scored a sponsored vignette with VH1,
with drag race superstar, Gottmik! AKA - the first Kellogg’s commercial to feature an openly trans person (and the first Kellogg’s commercial with a drag queen)!