Froot Loops World on Roblox

Objective

Kellogg's Froot Loops aimed to reverse declining sales velocity and reconnect with younger audiences by bringing the Toucan Sam mascot to life as a recognizable character within the metaverse. The brand leveraged the Roblox platform to build an engaging interactive experience that would drive both brand awareness and sales growth among Gen Z players.

Solution

A six-biome world was created on Roblox, each themed after one of the Froot Loops colors (red, yellow, purple, green, orange, blue) and containing obstacle courses (obbies) where players collect Froot Loop pieces and rainbow loops to progress through the story. Players earned in-game powers and collectible virtual clothing and accessories for their Roblox avatars. The campaign integrated physical and digital touchpoints: QR codes printed on cereal boxes directed consumers to the game, and special Loop-shaped portals appeared in other top-performing Roblox games as cross-promotional elements. The experience was developed by Leo Burnett Chicago (conceptualization), with SuperAwesome as co-creators and Playerthree designing and building four of the six biomes.

Results

Froot Loops World achieved a 15x engagement multiplier and increased Toucan Sam mascot recognition by 17%, ranking as the #1 branded game on Roblox. The campaign earned four Gold Effie Awards in 2023, including Most Effective Brand of the Year.