A simpler alternative for getting real nourishment at breakfast.
Kellog's is uniting its sub-brands, including Nutri-Grain and Coco Pops, under a single Masterbrand marketing.
‘For real’, featuring comedian Celeste Barber, challenges unreal eating trends and misinformation perpetuated on social media and points to a simpler alternative for getting real nourishment at breakfast.
The campaign spotlights Kellogg's latest “healthier cereals” including Nutri-Grain High Protein Crunch and multigrain Coco Pops Chocos, showcasing the brand's commitment to providing better breakfast options. It's also supported by messaging about the positive changes Kellogg's has made to its products over the past 15 years.
Bastion national chief strategy officer Angela Morris said there are so many mixed messages, myths, and mistruths about breakfast out there that people don't know what to believe.
“It leaves them questioning the nutritional value of cereal,” she said.
Kellanova Australia's commercial director Ben O'Brien highlighted the ongoing efforts behind the scenes to improve Kellogg's offerings.
“We felt it was time to speak up about the real nutrition in our cereals and the hard work Kellogg's has been doing behind the scenes for years to innovate, renovate, and offer more better-for-you choices,” he said.
Bastion group chief creative officer Simon Langley says the campaign offers a refreshing perspective on Kellogg's products.
“The ‘for real’ idea is about surprising people with the truth about Kellogg's, in a way that's unexpected, provocative and breaks category norms,” he said.
“From the very beginning we knew Celeste would be perfect, and co-creating with her has resulted in authentic and engaging content that is truly aligned to both brands.”
The integrated campaign is the first work from Bastion since winning the Kellanova creative and media account.
The campaign takes a counter-category approach, integrating reality TV with multiple program sponsorships, paid assets, behind-the-scenes content, influencer-led activations, and high-impact OOH, PR, and retail media.
Bastion managing partner Ana Lynch said this campaign is the result of true collaboration from so many “brilliant” people.
“It's the first step in an always-on Masterbrand journey for Kellogg's and a fresh and relatable way for the brand to set its story straight for real.”
Credits:
Client: Kellogg's
Marketing Manager -Core Breakfast: Natasha Sunderland
Senior Director - Insights and Analytics - AMEA Region: Megan Carcano
Brand Manager- Masterbrand: Larissa Oliver
Sales and Marketing Director - Australia: Ben O'Brien
Media and Digital Lead ANZ - Adrian Mainey
Agency: Bastion
Group Chief Creative Officer: Simon Langley
Senior Creative: Chris Searle
Senior Creative: Harry Roth
National Chief Strategy Officer: Angela Morris
Managing Partner: Ana Lynch
Group Client Director: Katy Grey
Senior Client Manager: Sarah Chamberlain
Executive Producer: Carolyn Starkey
Junior Producer: Raquel Abi Ghosn
Studio Director: Sean Davitt
Online Editor: Ben Zemanek
Production Company: Revolver
Director: Fiona McGee
Executive Producer: Pip Smart
Producer: Serena Paull
Post: The Editors
Editor: Mark Burnett
Colourist: Scott Maclean
VFX: Soren Dyne
Sound: Rumble
BTS Sound: MassiveMusic
Casting: Citizen Jane
Stls: Harry Roth
