fbpx

Kellogg’s unites its subbrands in Masterbrand marketing campaign

Kellogg’s is uniting its subbrands, including Nutri-Grain, Coco Pops, and others, under a single Masterbrand marketing campaign.

Featuring comedian and social media icon Celeste Barber, famous for parodying influencers, the ‘for real’ 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 – thanks to Kellogg’s new cereals, including Nutri-Grain High Protein Crunch and multigrain Coco Pops Chocos.

It’s also supported by Masterbrand messaging about the positive changes Kellogg’s has made to its products over the past 15 years.

Mixed messages

“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,’ says Bastion National Chief Strategy Officer, Angela Morris.

Emphasising the importance of transparency in nutrition, Ben O’Brien, Kellanova Australia’s Commercial Director, 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,” says O’Brien.

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. 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.”

Provoking conversation

The integrated campaign is the first work from Bastion since winning the Kellanova creative and media account. It includes an unbranded teaser, multiple program integration and sponsorships, ‘top’ hero paid assets and ‘tail’ 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 says, “This campaign is the result of true collaboration from so many brilliant people at Kellogg’s and Bastion across media and creative, and of course, the incomparable Celeste Barber. 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’.”

About Author

The StopPress favicon is a yellow letter S on a black background

This post was created by one of the small but mighty StopPress team of journalists. Among their number are: Zahra Shahtahmasebi, Niko Kloeten, Penny Murray and occasionally Bernadette Basagre.

Comments are closed.