Kellogg’s calls on Zach King for masterbrand campaign via J. Walter Thompson, Sydney
Kellogg’s has today launched a new digital-first, masterbrand campaign aimed at prompting a reappraisal of the breakfast occasion with inspiring, creative ways to start the day with cereal.
Developed by J. Walter Thompson Sydney, the category disrupting ‘Amazing Creations’ campaign sees Kellogg’s partnering with high profile YouTube contributor Zach King, to generate unique content that demonstrates the creation of a range of delicious and satisfying breakfasts.
Tamara Howe, marketing director, Kellogg’s Australia said the campaign was both about reconnecting Aussies with some of their favourite cereals in new and innovative ways, and showcasing Kellogg’s as a brand with something to suit everyone’s taste buds.
Says Howe: “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. 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.”
Says Angela Morris, executive planning director, J. Walter Thompson, Sydney: “This campaign picks up on the truth that real cereal lovers have known for some time – cereal is great on its own, but it’s also a fantastic grain base on which to expand, in whatever way your fancy takes. From yoghurt, to fruit, nuts to seeds – it’s easy to customise your breakfast to your own tastes.”
Says Simon Langley, ECD, J. Walter Thompson, Sydney: “Many cereal advertising campaigns focus on the food itself, rather than the experience of breakfast and the options cereal can provide. ‘Amazing Creations is unexpected, visually arresting and different from anything Kellogg’s or the category has done previously.
“Zach King is famous for creating visual illusions which seemingly make the impossible, possible and using his talents has helped us demonstrate making a variety of delicious breakfasts in a fresh and engaging way. It’s a unique partnership aimed at a range of age groups, particularly millennials who have disengaged with breakfast.”
The Amazing Creations campaign comprises a range of different online videos, supported by social, PR activity and in-store collateral. It launches on March 24 and will run until October 2016.
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
8 Comments
So original. Not
These are ads. Thats not digital first. Stop pretending guys.
Different approach for Kellogg’s — pretty fun stuff!
Searched youtube, found TicTac campaign, sold it to client..
Yawn..
“Our research shows that millennials have disengaged with breakfast, so we’ve taken something they may have liked the internet equivalent of a decade ago and turned it into the only form of ram it down your throats advertising we know.”
Just ask TIC TAC.
FFS.
Nice work guys
Got to love when large agencies piggy back on the success of smaller ones and try to claim credit. The agency for Tic Tac did it first, better and without the schmaltz. Seems they missed the point of Zach’s work which his to be original and natural… oh dear.