WK Kellogg brand Mini-Wheats says there’s no such thing as a small accomplishment, doling out trophies for mundane tasks like cleaning up the garage.

Throughout April and May, OLV and social media will direct Canadians to visit the Nothing Mini site and create a physical and digital mini-trophy to send to someone. Kohl Forsberg, executive creative director for agency partner Leo Burnett, says the campaign is about celebrating “mini-wins,” and doing so in a fun way, with customizable miniature trophies.

“We found there was a real connection to this idea that Canadians lead busy lives [that are] full of little challenges we need to take on throughout the day,” Forsberg says.

Forsberg tells strategy the current campaign tag, “it’s made to fill you up,” ladders back to and is an evolution of an earlier 2023 campaign called “Big Food for Big Days.”

The “Big Food for Big Days” campaign was also oriented around tasks, emphasizing that the cereal is filling enough to help adults get through their everyday, something Forsberg says is a differentiator in the category.

Earlier this year, the WK Kellogg brand ran “There’s Nothing Mini About It” across TV, OLV, social and Spotify, showcasing an eponymous song in a crooner, R’n’B style (below).

Forsberg says the associated track is an earworm and deserved to be showcased in audio form as well.

While not disclosing whether it’s a spend hike compared with past efforts, Forsberg notes that the overall work is a very big campaign for WK Kellogg’s.

The “There’s Nothing Mini About It” campaign will be active throughout 2024, and is supported through multiple marketing channels. The campaign has been developed in partnership with Leo Burnett (strategy and creative), MSL (PR) and Starcom (media buying).

Last fall, WK Kellogg’s North American cereal business split from Kellanova, and the latter named its new Canadian leadership team.