Kellogg’s Froot Loops is celebrating its deep-rooted connection to hip-hop culture with a new nationwide campaign that merges cereal nostalgia with music, fashion, and artistic expression. Created by a Publicis Groupe Power of One team led by Leo Chicago, the campaign introduces Follow Your Ears™, a creative initiative that highlights how Froot Loops has been name-checked in more than 1,000 hip-hop songs across decades.
At the heart of the campaign is a collaboration with Chicago-based artist and jeweller Kristopher Kites, known for reimagining everyday objects as bold, sculptural wearable art. Kites has designed exclusive custom pieces inspired by Froot Loops’ iconic colors and its longtime presence in hip-hop lyrics. Fans will have a chance to win these limited-edition creations through social media.
“We’ve been proud to watch Froot Loops grow from breakfast table to cultural staple,” said Ryan Versfeld, brand marketing director at WK Kellogg Co. “With the Follow Your Ears™ campaign, we’re shining a light on the brand’s connection to music and community while giving fans an opportunity to own a piece of that story.”
The collection includes two one-of-a-kind pieces — a vibrant watch and a bold pendant necklace — incorporating gemstones and intricate detailing inspired by Toucan Sam, the brand’s beloved mascot. Additionally, 100 smaller fashion-accessory pieces designed by Kites will be given away to fans.
Kites describes the collaboration as a meeting point between personal memory and cultural influence: “I was inspired by the playful world of Froot Loops, my own childhood nostalgia, and the rich legacy of hip-hop. The goal was to create something colorful, cultural, and bold — pieces that carry meaning and personality.”
Fans can enter the giveaway through the official @FrootLoops accounts on Instagram and TikTok.
To further celebrate the campaign, Froot Loops has commissioned original poster artwork from local creatives in five cities synonymous with hip-hop culture:
- New York City – Andre Trenier
- Los Angeles – Brittney Price
- Chicago – Joseph Anthony Perez
- Houston – Mario Figueroa Jr.
The posters will be distributed as limited-edition drops, reinforcing the campaign's message of creativity rooted in community.
With Follow Your Ears™, Froot Loops positions itself not just as a cereal brand, but as a cultural connector — one that recognizes the power of music, identity, and shared memory.
