Kellogg’s mascot changes feathers to usher in the Year of the Rooster

Kellogg Canada is kicking off Chinese New Year by tweaking the packaging of its iconic Corn Flakes cereal.

To toast the contribution of new Canadians to the country’s cultural mosaic, Kellogg has released celebratory Chinese New Year packaging featuring a festively-stylized version of the brand’s iconic rooster, Cornelius. The rooster is decorated in traditional red and gold, along with culturally- inspired graphics.

The box also showcases traditional Chinese New Year well-wishes in Mandarin, as well as fun facts about the the Year of the Rooster.

The special-edition pack also features setp-by-step instructions for creating a Zhezhi rooster. Zhezhi is the centuries-old Chinese art of paper folding.

“The Chinese Canadian community has made an immeasurable contribution to Canada,” said Lores Tomé, director of communications and corporate affairs in a statement., Communications & Corporate Affairs, Kellogg Canada Inc. “The creation of this special-edition box of Corn Flakes cereal, the legacy product that launched Kellogg, exemplifies our commitment to welcoming new Canadians and helping nourish a great start for them and their families in Canada. On behalf of Kellogg Canada”