Kellogg has launched a new digitally-led masterbrand campaign, as it looks to push consumers to re-evaluate cereal for breakfast.
The 'Amazing Creations' campaign, by J Walter Thompson Sydney is digital-first, and sees Kellogg's partner with YouTuber Zach King to generate content showing the creation of satisfying cereal-based breakfasts.
Kellogg's Australia marketing director Tamara Howe says the campaign aims to both reconnect Australians with cereal and showcase Kellogg's as a brand with something for everyone.
“Many Australians have grown up with cereal as their main breakfast choice, but with so many other breakfast options now available some consumers have forgotten how nutritious, delicious and creative cereal can be,” Howe says.
“The Amazing Creations campaign is all about reminding people what a great start cereal provides, particularly when combined with other ingredients.
“The work represents a continuation of the strategy we adopted last year – taking a new approach to the execution. We’re looking forward to continuing to engage with consumers in a new way.”
The campaign comprises a range of different online videos, supported by social, PR activity and in-store collateral.
J Walter Thompson Sydney executive planning director Angela Morris says the campaign picks up on “the truth that real cereal lovers have known for some time”, that cereal can be a great base on which to expand.
Kellogg's is the latest big brand to take its corporate brand to the centre stage. In November 2014 Unilever unveiled its first ever corporate branding TV campaign in the US, to raise consumer's awareness about the company and its sustainability efforts behind some of its brands.
Last year Kellogg's then marketing director John Broome invested in a major content push for its Nutri-Grain brand that included a large amount of digital execution.
Credits:
Executive Creative Director: Simon Langley
Associate Creative Directors: Will Edwards, Chris Badger
Executive Planning Director: Angela Morris
Senior Planners: Jim Schuch & Heather Morrison
Account Handling: GAD – Anne Gibson, SAD – Bruce Pywell, SAM – Tom Woods
Broadcast Producer: Ellen Fraser
Media Agency: Mindshare
PR Agency: Liquid Ideas
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