Strictly Delicious

Launching Special K’s new recipe with Tess Daly

The Brief

Kellogg’s asked us to come up with a way of launching the new recipe from their very first celebrity Special K ambassador, Tess Daly, that would generate buzz and get them into the news pages.

The campaign would bring to life the product promise - a life full of choice, variety, pleasure and fun.

 Our Idea

A dress entirely made out of the ingredients of Tess’s recipe – red apples, almonds and vanilla – and of course, wheat.

The Campaign

Tess and designer Petra Storrs, who has worked with Lady Gaga, Florence Welch and Miley Cyrus, collaborated on the design before Petra and her team spent over 200 hours on its creation.

Tess then modelled the dress in a closed studio set before a package of glossy studio shots, behind the scenes images, and a video detailing the design process were all released to the media.

The dress includes:

• 4000 stalks of intricately braided wheat which form shoulder pads, bust and corset
• 500 whole almonds, individually drilled and hand sewn together
• 800 flaked almonds, glued together and shaped to form the bodice
• 50 vanilla pods and 50 vanilla flowers
• 100 artfully crafted apple peels curls, preserved red apple peel and apple slices
• Fishtail train of 450 whole red apples


The Results

Over 170 pieces of coverage – with the video embedded on dozens of sites.