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Kellogg's Launches First Master Brand Campaign in 100-Year History With Bastion

19/01/2025
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'For Real' aims to challenge the cereal category and is the first work from Bastion since it won the Kellanova creative and media account
For the first time in the brand's 100-year history, Kellogg鈥檚 is uniting its iconic sub-brands, including Nutri-Grain, Coco Pops, and others, under a single Masterbrand marketing campaign. This bold new approach reflects the brand鈥檚 renewed focus on delivering 鈥榬eal nourishment.鈥

Featuring comedian and social media icon Celeste Barber, famous for parodying influencers, the 鈥榝or real鈥 campaign challenges unreal eating trends and misinformation perpetuated on social media. Instead, it points to a simpler, more realistic alternative for getting real nourishment at breakfast 鈥 thanks to Kellogg鈥檚 new healthier cereals.


The campaign spotlights Kellogg鈥檚 latest 鈥榟ealthier鈥 variants including Nutri-Grain High Protein Crunch and multigrain Coco Pops Chocos, showcasing the brand鈥檚 commitment to providing better breakfast options. It鈥檚 also supported by Masterbrand messaging about the positive changes Kellogg鈥檚 has made to its products over the past 15 years.

鈥淭here are so many mixed messages, myths, and mistruths about breakfast out there that people don鈥檛 know what to believe. It leaves them questioning the nutritional value of cereal,鈥 explained Bastion national chief strategy officer, Angela Morris.

Emphasising the importance of transparency in nutrition, Ben O鈥橞rien, Kellanova Australia鈥檚 commercial director, highlighted the ongoing efforts behind the scenes to improve Kellogg鈥檚 offerings.


鈥淲e felt it was time to speak up about the real nutrition in our cereals and the hard work Kellogg鈥檚 has been doing behind the scenes for years to innovate, renovate, and offer more better-for-you choices,鈥 said Ben.

Bastion group chief creative officer Simon Langley says the campaign offers a refreshing perspective on Kellogg鈥檚 products, 鈥淭he 鈥榝or real鈥 idea is about surprising people with the truth about Kellogg鈥檚, in a way that鈥檚 unexpected, provocative and breaks category norms. 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.鈥


The integrated campaign is the first work from Bastion since winning the Kellanova creative and media account. It takes an innovative counter-category approach to both: from an unbranded teaser tapping a cultural conversation, to 鈥榦wning鈥 reality TV via multiple program integration and sponsorships, to top and tail spots featuring 鈥榯op鈥 hero paid assets and 鈥榯ail鈥 behind the scenes social content (screened in programming), plus an influencer led approach across screens and social and high impact OOH, PR and retailer media. This has been designed to attract attention, provoke conversation, drive reconsideration and build both Masterbrand equity and product sales.

Bastion managing partner Ana Lynch states, 鈥淭his campaign is the result of true collaboration from so many brilliant people at Kellogg鈥檚 and Bastion across media and creative, and of course, the incomparable Celeste Barber. It鈥檚 the first step in an always-on Masterbrand journey for Kellogg鈥檚 and a fresh and relatable way for the brand to set its story straight 鈥榝or real鈥."


Kellanova ANZ marketing manager, Natasha Sunderland, says the campaign sets the brand apart in the cereal category and connects with consumers in a unique and compelling way, while maintaining Kellogg鈥檚 mission of delivering great taste and nutrition for over a century.

鈥溾楩or real鈥 is unlike any cereal campaign you鈥檝e ever seen. It鈥檚 counter category, taps into culture and tells Kellogg鈥檚 Masterbrand truth in a fresh and innovative way that is also entertaining, enjoyable and persuasive,鈥 said Natasha.


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