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Anya Hindmarch makes edible fashion with Kellogg's collaboration

British accessories label Anya Hindmarch is bringing its grocery-themed fall/winter 2014 collection to life during London Fashion Week with a Kellogg?s partnership.

A milkman in a branded van is delivering boxes of ?Fashion Flakes,? a limited-edition cereal collaboration based on Frosted Flakes to show goers. Having this branded food item will help Anya Hindmarch reach an aspirational audience, while showing a sense of fun.

Fashion food
In addition to being accessible during fashion week, the cereals will be available at the brand?s stores in London, as well as in Harvey Nichols in London and Colette in Paris.

To coincide with the cereal launch, Anya Hindmarch is hosting a user-generated content contest on Instagram, with the prize of a Frosties Featherweight Ebury tote. Consumers need to like the brand on Instagram and then post an image or film that features the Fashion Flakes box, tagging it #CerealShopper.

For consumers who cannot get the cereal in a store near them, the Anya Hindmarch supplies the box artwork, which features a vintage image of Tony the Tiger, and the text "Fashion is gr-r-reat!"

Anya Hindmarch will aggregate a gallery of entries on Pinterest and Facebook.

Starting in November, the cereal will also be available in British supermarket chain Waitrose, enabling Anya Hindmarch to reach a broader audience.

This is the latest effort for the fall collection, which has also included a pop-up mini-mart and a social video.

Most recently, Anya Hindmarch reveled in the vibrancy of its mini-mart campaign with a series of graphics interchange formats that animate many of the featured characters.

The idea driving the campaign is that excitement can be found in the banal, especially if that banal is wrapped in bright colors. This emphasis on the mundane and pop culture sets Anya Hindmarch apart from many other fashion labels that look exclusively for the glamorous (see story).