Weathering heights! Kellogg's creates largest weathervane at the most easterly point in the UK
The largest weathervane ever seen in the UK has been unveiled at Ness Point in Lowestoft, Suffolk.
The megastructure measures a staggering 21ft by 11ft and follows a long-held British tradition of vanes being used to predict weather patterns from the direction of the wind.
Kellogg’s, an iconic cereal brand since 1906, created the installation, which features its brand mascot, Cornelius, who has had an epic 3D makeover for the first time. Four times the height of an average human and bigger than a giraffe, the huge, fully functional weathervane was erected at the most easterly point in the UK where the sun rises first in the morning.
The weathervane features Kellogg’s mascot and breakfast icon, Cornelius the Cockerel, who alone measures 10ft tall. At 67 years old, Cornelius has adorned Kellogg’s Corn Flakes boxes since 1958.
Brought to life
The activation is part of an ambitious pan-European marketing campaign from Kellogg’s, bringing the swagger back to breakfast, and follows the launch of the integrated campaign ‘See You in the Morning’ – in which Cornelius has been brought to life in 3D as a fully developed character for the very first time.
A team of expert sculptors and engineers were enlisted to bring him to life atop the weathervane, which took over two months to finish. The structure was created from steel and the body of Cornelius was hand-carved and painted using a range of materials, with extra attention to detail to capture his cheeky personality and swagger.
Once complete, Cornelius was carefully fixed on top of the steel structure and installed at Ness Point, where he could move and face the direction of the wind, just like a traditional weathervane.
With cockerels symbolising the start of a new day in a pre-alarm clock era, it made sense for Kellogg’s iconic mascot to symbolise the start of its very own new dawn.
The structure was revealed alongside a new Kellogg’s study which found that Brits spend an average of nine minutes a day talking about the weather, which equates to over two full days a year and 1462 days over an average lifetime.
The study of 2,000 UK adults found the most common time people talk about the weather is in the morning, with it being the top topic of conversation at the breakfast table (25%) ahead of conversations about the news (21%) and work (20%). A fifth of Brits (21%) admit that they end up discussing the weather multiple times a day.
Taylor Herring devised and executed the PR campaign, alongside in-house production studio St Marks, to launch Kellogg’s ‘OG’ Cornelius the cockerel as the official brand mascot for the Kellogg’s Masterbrand.
Credits
Public Relations: Taylor Herring
Creative Lead: Peter Mountstevens
Executive Creative Director: Lora Martyr
Senior Account Director: Alice Trost
Senior Account Manager: Emily Mckay
Production: St Marks Studios
Managing Partner: Liam Simpson
Head of Production: Elle Castle
Senior Producer: Dave McDonogh
Producer: Andrew Blanchfield
Production Assistant: Amy Seymour
Images Provided by Taylor Herring
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