SOUTH AFRICA – Kellogg’s South Africa, a subsidiary of American multinational snack and cereal company, Kellogg’s, has celebrated its 100th anniversary with an artistic limited-edition in its 1kg box Corn Flakes packaging.
Kellogg’s legacy in South Africa began in 1923 when the company introduced iconic cereal brands to breakfast tables. In 1948, the company opened its cereal manufacturing facility in Springs, Gauteng.
To commemorate this significant moment, Kellogg’s collaborated with talented artists to bring the rich breakfast traditions of the nation through art.
The company has launched a limited-edition 1kg box of Kellogg’s Corn Flakes that showcases a unique design crafted by the incredibly talented illustrator, Lazi Mathebula.
According to Kellogg’s SA, the design reflects the essence of the Kellogg’s brand and the company’s enduring presence in South Africa.
Speaking to The Star SA, Tamsin Darroch, Kellogg’s head of marketing and brand custodian, stated that the brand decided to collaborate with one of the country’s leading visual artists in order to celebrate and honor the brand’s strong connection with the people of South Africa.
Darroch stated that the limited edition’s special and bold packaging represents the people of South Africa.
On collaborating with Mathebula, Darroch said the brand appreciates Mathebula’s ability to tell stories through his artistic talent.
“What was great is that he associated well with the brand, and he was able to capture the vibrancy of South Africa through the design. There are hints of Kellogg’s and corn in the design, and the design represents every South African,” she said.
Zandile Mposelwa, the Director of Corporate Affairs, noted that Kellogg’s holds a special place in South Africa adding that the limited-edition pack is a unique way to invite South Africans to participate in the celebration.
Mathebula, an award-winning illustrator and independent designer, said that working with such a successful brand was an easy choice that helped him to channel his creativity into something he holds dear.
Mathebula’s work is known for its recognizable fixation on fine detailing, the intricacies of purely African narratives, and the tasteful use of luminous color to create long-lasting visual impressions.
According to Kellogg’s, it is this type of storytelling that has made it possible for the brand to collaborate with him on the limited edition of Kellogg’s special packaging, commemorating 100 years of the brand’s colorful breakfast heritage.