For the first time in the brand’s 100-year history, Kellogg’s is uniting its sub brands, including Nutri-Grain, Coco Pops, and others, under a single master brand marketing campaign.
According to Kellogg’s, this approach reflects the brand’s renewed focus on delivering ‘real nourishment.’
Featuring comedian and social media “icon” Celeste Barber, 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”, Kellogg’s new ‘healthier’ cereals.
The campaign, delivered by marketing and communications agency Bastion, spotlights Kellogg’s latest ‘healthier’ variants including Nutri-Grain High Protein Crunch and multigrain Coco Pops Chocos. It’s also supported by master brand messaging about the “positive” changes Kellogg’s has made to its products over the past 15 years.
Emphasising the importance of transparency in nutrition, Kellanova Australia Commercial Director Ben O’Brien highlights 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 says.
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 says.
“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.”