Kellogg’s Chocos Fills comes up with ‘#PhotoBombwithFills’ challenge on Valentine’s Day 

Kellogg’s targets youth with new multi-media campaign; brand has roped in comedian José Covaco  

e4m by exchange4media Staff
Updated: Feb 14, 2019 5:42 PM

Kellogg’s cereal brand ‘Chocos Fills’ will engage with the young audience with its latest multi-media campaign on Valentine’s Day. The campaign includes a television commercial that shows its ‘Chocorobber’ character chomping up all things chocolaty. It also includes a digital campaign called the ‘#PhotoBombWithFills’ challenge, that takes on a refreshing view to Valentine’s Day to resonate with the singles in the city.

The photo bombing campaign, activated on the Chocos Fills Instagram, Facebook and Twitter platforms asks consumers to share their ‘Photobomb’ moments and win a chance to grab an iPhone X.

The brand has roped in comedian José Covaco AKA @HoeZaay and influencers from ‘Musically’ and ‘Instagram’ who took to their social media pages by posting videos of them constantly photobombing couples with their awkward poses and postures urging people to do the same. The campaign hero remains the Chocos Fills character ‘Chocorobber’ who is spotted in the digital videos and GIFs on social media sites like Facebook and Instagram platforms photobombing perfect photo moments of couples. 

A new television commercial is currently on air across all GEC and youth oriented channels. 

Sumit Mathur, Director – Marketing, Kellogg South Asia said, “A brand like Chocos Fills gives us an opportunity to push our creative boundaries with campaigns like ‘#PhotoBombWithFills’ and tap digital mediums beyond Facebook, Twitter and Instagram. When played up in occasions like Valentine’s Day, or Friendship’s Day as done last year, it finds great resonance among our target audience.”

Anurag Agnihotri, Executive Creative Director – Ogilvy Mumbai said, “Our endearing robber, the Chocorobber is back just in time for the Valentine’s Day. This time, he is going after couples sitting in a cosy corner. Don’t expect him to play a love song for you; he will certainly play a prank or two. The Valentine’s Day communication borrows from the brand legacy, and I am sure teenagers will enjoy it.”

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