Kellanova, better known as Kelloggs, is a leading company in global snacking, international cereal and noodles, and North America frozen foods; with iconic, world-class brands such as Pringles, Cheez-It, Kellogg’s, Pop Tarts, Ego and many more.
Steve’s role at the business includes overseeing the production of all packaging and point-of-sale, ranging from design all the way to print. Prior to joining Kellanova, Steve spent 24 years working for agencies producing work for some incredible global brands.
Now, what does a huge global brand have to do with the North? Kellanova established their first British factory in Manchester back in 1938. Steve talked about some of the advantages being situated in the North had for Kellanova, from access to a skilled workforce and established infrastructure to great transport links for distributing across the UK and importing raw materials via Manchester Ship Canal. Today, Kellanova’s MediaCity UK office in Salford, Manchester, serves as the head office for their UK team, which remains their biggest market in Europe.
As a northern man himself, we asked Steve what inspires him about the North:
“The people of the North are known for their warmth and friendliness. There’s a strong sense of community and resilience, often referred to as “Northern grit,” which is both inspiring and heartwarming.”
“Historically, the North was the heart of the Industrial Revolution, and today it continues to be a hub for innovation and enterprise. From pioneering advancements in technology to thriving creative industries, the North remains a dynamic and forward-thinking region. I firmly believe that we do things differently here. And better!”
Of course we had to take the opportunity to discuss all things brand and design. Kellanova blends its rich heritage with a forward-thinking approach. Steve went on to tell us how ‘consistent and meaningful branding helps build trust and loyalty amongst consumers’ and ‘engaging design and messaging capture consumer attention and encourages interaction, leading to a more memorable brand experience’. Steve isn’t wrong here, many of us will associate their cereals with emotive childhood memories and growing up.
Another key element of their brand is the ability to be adaptable, staying attuned to consumer preferences and cultural trends to remain relevant and appealing. Steve also went on to say how this can sometimes be a challenge when working in a highly competitive industry, with ‘pressures to continuously adapt and innovate to maintain and grow market share’.
Steve recalls the moment he first heard about the Northern Design Festival and the reasons why he chose to support the initiative:
“Kellanova had recently worked with some of the students from the University of Manchester on another project and I loved the energy and passion that came with that from the students. I’ve always worked in the North. I’ve always worked in the North, and I know there is a huge amount of talent in the area, and it’s super important to me that we continue to encourage and create opportunities for the future talent to not only come through and thrive, but, feel that they can do that in the North of England.”
With Kellanova being one of our first supporter, Steve attended our first festival last year. This is where he gained a true understanding of the ‘spirit of the team, the effort that had gone into organising every element of the event, and just what it meant to the people involved’.
We ended our conversation with some words of wisdom from Steve to aspiring creatives in the North. With such a wonderful career, his advice was so fantastic we had to share it all:
“Build a strong network. Connect with other creatives, attend industry events, participate in local awards and join local creative communities. Networking can open doors to collaborations, mentorships, and job opportunities.”
“Stay inspired by the North’s vibrant culture and history - these can be a great source of inspiration. Use the region’s unique character to influence and enrich your work.”
“Embrace tech. Utilise digital platforms to showcase your work, connect with a broader audience, and stay updated with industry trends. Online portfolios, social media, and creative marketplaces can significantly boost your visibility.”
“Keep honing your skills through courses, workshops, and self-study. The creative industry is always evolving, so staying updated with new techniques and trends is crucial.”
“And finally, be resilient and persistent. The creative journey can be challenging, with setbacks and rejections. Stay resilient, keep refining your craft, and don’t be afraid to take risks and experiment.”
