The Quest culminates in a MTV-hosted real-world event.


Kellogg's chocolate cereal brand Krave/Tresor is leveraging the power of mobile media to engage young audiences with a new multi-platform pan-European campaign created with Leo Burnett, Carat and Isobar.

'The Quest for the Chocovore Idol' commences with mobile game - Pitfall!Krave -

Running across eight European markets, France, Belgium, Spain, Portugal, Ireland, Italy, the Netherlands and the UK, the campaign aims to strengthen the cereal brand's relationship with the youth audience, all the while boost sales across the key European markets. The Quest for the Chocovore Idol’ campaign immerses teens in a virtual fun branded experience, which goes beyond the realm of the digital world and expands seamlessly into the real one. 

2.8 Million Downloads in Europe

Agency: Leo  Burnett France, 

Creative Director: Lorraine Holl, 

Art Director: Jerome Gonfond,

Copywriter: Hadi Hassan-Helou.