Special K believes a cereal is only as special as the people it’s designed for. From TV and digital shorts to influencer and social as well as in-store and packaging, our “Special for a Reason” integrated platform is all about how Special K meets you wherever you are in life—packed with all the things you might need.

We launched with a series of stories that showed off why Special K—and the people who depend on it—are so special. And then we asked who isn’t feeling special today.

That led us to a collaboration with best-selling cookbook author Molly Baz, who made headlines when a Times Square billboard for lactation cookies featuring a very pregnant Molly was taken down after just two days, leaving her feeling decidedly un-special. So we made Molly the first-ever pregnant woman on a cereal box, celebrating, in Molly’s words, “all mothers: past, present and future.”

It’s just the beginning for a campaign that’s helping this iconic brand once again make a cultural impact in a very human way.