Froot Loops and Jeweller Kristopher Kites Turn Hip Hop Lyrics into Wearable Art

Did you know Kellogg’s Froot Loops has been name-dropped in more than 1,000 hip-hop tracks across generations? To celebrate hip-hop's creative energy, Froot Loops has teamed up with renowned Chicago-based jeweller Kristopher Kites to hand-craft wearable art inspired by how Froot Loops shows up in the genre with a chance for fans to win.

The cereal that encourages fans to follow their nose is now inviting them to follow their ears - with a new campaign that honours lyrical shoutouts in art, fashion and collectible jewellery. The collaboration bridges cereal nostalgia with culture and creativity - honouring the artists and neighbourhood voices that have always fuelled culture.

“We’ve been proud to watch Froot Loops grow from breakfast table to cultural staple,” said Ryan Versfeld, brand marketing director at WK Kellogg Co. “With our Follow Your Ears™ campaign we’re spotlighting the brand’s connection to music and community while giving fans a chance to win one-of-a-kind jewellery inspired by Froot Loops’ part in hip-hop history.”

The campaign was done by a bespoke Publicis Groupe Power of One team led by Leo Chicago, Le Truc, MSL and Starcom - with culture strategy by Contender

How can fans enter the custom jewellery drop?

Each custom piece by Kristopher Kites is inspired by transforming Froot Loops shout outs into a visual statement - bold, colourful, and whimsical, yet rooted in hip-hop’s creative edge. Fans can enter on @FrootLoops Instagram and TikTok for a chance to win one of two exclusive jewellery pieces – a necklace and pendant, or watch – designed to celebrate individuality and play through craftsmanship. The sculptural designs incorporate precious, Toucan Sam-inspired gemstones and showcase new colour and polishing techniques that push the limits of what is possible in jewellery design. The brand is also giving away 100 pieces of Froot Loops-inspired accessories designed by Kites.

“Designing for this campaign, I was inspired by Froot Loops’ playful world, my own childhood nostalgia and the rich legacy of hip-hop," said Kristopher Kites. "For me it was important to pull them all together to create colourful, cultural, bold moments."

How can fans 'Follow Their Ears' for a chance to win?

In addition to the partnership with Kites, Froot Loops has commissioned original poster drops from local artists in five cities where hip-hop thrives:

● New York City – Andre Trenier 

● Los Angeles – Brittney Price 

● Chicago – Joseph Anthony Perez

● Houston – Mario Figueroa Jr.