Rice Krispies squares exhibition opens in Doncaster

A still from the spoof Kellogg's TV advert featuring a Doncaster shopkeeper who creates a giant sculpture in his shop window made entirely from Rice Krispies Squares Totally Chocolatey cereal bars.
A still from the spoof Kellogg's TV advert featuring a Doncaster shopkeeper who creates a giant sculpture in his shop window made entirely from Rice Krispies Squares Totally Chocolatey cereal bars.
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It’s shaping up to be an exhibition with a difference in Doncaster, thanks to cereal giants Kellogg’s.

And visitors to Doncaster Museum & Art Gallery, in Chequer Road, are bound to be bowl-ed over with the display based on a Rice Krispies Squares advertising campaign.

Fans of all things ‘Snap, Crackle and Pop’ will be familiar with the TV advert which centres on a Doncaster shopkeeper called Ali Chapman who creates a giant sculpture in his shop window depicting a giant figure, made entirely from Rice Krispies Squares Totally Chocolatey cereal bars.

The advert shows the display becoming the 11th most popular tourist attraction in the UK, overtaking Stonehenge and Cheddar Gorge – before revealing that the story is fictitious with the tagline “It’s all lies”, and viewers are reminded that Rice Krispies Squares are not actually square.

The advert became the talk of the town earlier this year, so much so that Doncaster Museum and Art Gallery contacted Kellogg’s and they teamed up to create a second instalment to the campaign – and also to design an exhibition based on the advert.

Kellogg’s has now launched the second part of the campaign – a video on YouTube claiming in a spoof news report the museum had won a bidding war for the sculpture, paying £23 million to secure it.

The video is again set in Doncaster, documenting the frenzy around the sculpture made of 45,000 cereal bars.

It states tourists have come from as far away as Grantham, Luton and Rhyl to catch a glimpse of the sculpture, before revealing the “It’s all lies” tagline.

Meanwhile the exhibition is now live at the Doncaster Council-owned museum, featuring early original sketches from the design stages, 3D renders, maquettes, photographs, the Rice Krispies Squares bars used and the original hand from the giant sculpture.

Councillor Bob Johnson, Doncaster Council’s cabinet member for culture and tourism, said: “The advert proved a real talking point in Doncaster so we believe the exhibition will create a real sense of fun and drama in the museum – in fact we’d love to make it the 11th most popular tourist attraction in the UK!”

The number one selling cereal snack in the UK

To underline its commitment to the Doncaster-based campaign, Kellogg’s is making a donation to a food bank in the town through its charity partner, The Trussell Trust, which provides support and emergency food packages to vulnerable people in the region. Earlier this year Kellogg’s partnered with The Trussell Trust to highlight the growing issue of food poverty and has pledged to donate 15 million breakfasts and snacks to people in need by the end of 2016. Rice Krispies Squares is the number one selling cereal snack in the UK and is worth £20 million. The TV ad and video were created by London advertising agency Leo Burnett, and directed and illustrated by Mark Denton.