Froot Loops turns hip-hop name-drops into wearable art

Froot Loops is bringing its cereal to the world of hip-hop in a colourful new way. The brand has teamed up with Chicago-based jeweler Kristopher Kites to create limited-edition, one-of-a-kind jewelry inspired by the more than 1,000 times Froot Loops has been mentioned in hip-hop tracks.

The campaign invites fans to “follow their ears” as much as their noses, turning iconic lyric shoutouts into wearable art. Pieces include a pendant and necklace or a watch, featuring Toucan Sam-inspired gemstones and playful, bold designs that blend craftsmanship with hip-hop’s creative edge.

Fans can enter via Froot Loops’ Instagram and TikTok for a chance to win, with 100 additional accessories designed by Kites also up for grabs.

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Froot Loops is also celebrating local hip-hop culture with poster drops in five US cities, New York, Los Angeles, Chicago, Houston, and Atlanta, commissioned from local artists. Each poster hides a clue connected to a classic Froot Loops name-drop, turning the campaign into an interactive hunt that bridges music, art, and collectibles.

"We've been proud to watch Froot Loops grow from breakfast table to cultural staple. 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 jewelry inspired by Froot Loops' part in hip-hop history," said Ryan Versfeld, brand marketing director at WK Kellogg Co. 

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

Brittney Price, the artist commissioned for Los Angeles, added, "The brush and pen are my mic. Hip-Hop raised me, and Froot Loops fed me. Life doesn't move in a straight line. It moves in loops that circle back and push me forward. I'm grateful to share this art journey with Froot Loops and celebrate the loops that shaped me."

The campaign follows a growing trend of brands tapping music-led activations to drive cultural relevance. In May, McDonald’s Singapore dropped a rap to celebrate the launch of its Mac’ n Cheesy breakfast wrap.

Created with Leo Singapore, the track highlights ingredients such as hash browns, eggs, ham and cheese, with a cheeky video showing the wrap being made alongside on-screen lyrics. Digital creator Scott Van Der Ven also starred in a comedic skit tied to the rap.

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