For four vibrant days in December, breakfast took centre stage at Menlyn Mall as Kellogg’s South Africa delivered an immersive, multi-sensory experience that redefined the way South Africans think about the most important meal of the day.
From 11 to 14 December, the Kellogg’s Power Breakfast Café welcomed shoppers, food lovers and media into a carefully curated café-style pop-up that brought the idea of a Power Breakfast to life through layered flavours, visual creativity and interactive sensory zones. The activation turned an everyday ritual into a moment of inspiration, energy and play.
From the moment guests entered the space, the experience engaged all the senses. The aroma of warm chocolate, fresh fruit and freshly brewed coffee filled the air, while the visual sparkle of cereal-infused pastries and signature breakfast creations drew visitors deeper into the café. Every element was designed to celebrate the versatility of the Kellogg’s range and the evolving role of breakfast in modern lifestyles.
A Breakfast Experience Built Around Creativity
The Power Breakfast Café responded directly to shifting trends in the South African breakfast market, where consumers are increasingly seeking meals that go beyond convenience — favouring options that are nutritious, flexible and exciting to prepare.
Throughout the activation, guests were encouraged to explore breakfast as a creative experience. Influencers and media designed their own Power Breakfast creations, sampled cereal-infused pastries and engaged with interactive zones that highlighted how breakfast can fuel energy, focus and everyday success.
Live Broadcasts and On-Air Energy
The activation was amplified through a partnership with The Workzone and Elana Afrika-Bredenkamp from Jacaranda FM, who hosted a live Outside Broadcast from 9am to 12pm directly from the Power Breakfast Café.
The JAC Feel Good Squad joined the experience, exploring inventive breakfast dishes and sharing the vibrant atmosphere with listeners across Gauteng, extending the reach of the café well beyond Menlyn Mall.
Food, Sound and Sensory Storytelling
Culinary expert Neo Nontso served as the MC of the day, guiding guests through the café’s sensory journey and interactive touchpoints. One of the most talked-about elements was the ASMR sound zone, designed to evoke calm, focus and creativity — reinforcing the idea that breakfast sets the tone not only for physical energy, but also mental wellbeing.
A dynamic group of influencers, including Bheki Ndamase, George Mnguni, Sibu Mpanza and Gloria Ngcobo, who recently surpassed one million followers on TikTok, brought additional energy and digital reach to the activation. Influencers and media documented their experiences, shared custom breakfast creations and amplified the café’s message across social platforms.
Celebrating the Possibility of Breakfast
Reflecting on the success of the Power Breakfast Café, Tamsin Darroch, Marketing Director for Kellogg’s South Africa, highlighted the brand’s intention to mirror how South Africans are redefining breakfast.
“Breakfast continues to evolve as consumers prioritize creativity, versatility, and balance. People are far more explorative in how they build their meals, and our responsibility is to showcase just how innovative and high quality the Kellogg’s range truly is. The Power Breakfast Café demonstrated the beauty of our products: from nourishing options to indulgent treats and celebrated all the ways South Africans enjoy breakfast today. It captured the essence of possibility, play and good food made well.”
A Meaningful Moment for Food Lovers
Open to the public from 12 to 14 December, the Kellogg’s Power Breakfast Café became a standout December activation at Menlyn Mall — one that invited South Africans to slow down, engage their senses and rediscover breakfast as a moment of creativity and connection.
More than a pop-up, the Power Breakfast Café served as a reminder that breakfast is not just fuel — it is an opportunity to start the day with intention, imagination and energy.
