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Frosted Flakes Wants You to ‘Let Your G-r-reat Out'

New campaign from Leo Burnett Chicago encourages consumers to go all-in.

Everyone’s favorite tiger is back. Leo Burnett Chicago’s latest campaign for Frosted Flakes, “Let Your Gr-r-reat Out,” puts Tony the Tiger back in the spotlight as the motivator we all need to try our best.

The campaign’s main spot, “Skate Park,” shows the experience of a young girl, Nicola, who overcomes her self-doubt to accomplish her goal.

As Nicola prepares to skate down a ramp, the camera pulls back to reveal that she’s no ordinary skater. Tony cheers from the top of the ramp as Nicola confidently whisks down among the skateboarders. The spot concludes with a voiceover explaining, “Frosted Flakes gives you the sweet spark to go all-in and let your great out.”

The campaign was guided by the insight that tweens often doubt themselves and need an extra nudge to accomplish their goals. The effort positions Tony and Frosted Flakes as the catalysts for inner motivation and, ultimately, success.

This work replaces the successful “Share What You Love” campaign, which launched in 2010. The integrated campaign will live across TV, digital and social, along with experiential and influencer components through the end of 2016.

July 14, 2016