Be Natural set to appoint Leo Burnett Sydney to handle creative in Australia and New Zealand

Kelloggs’ Be Natural, the snacks and cereal manufacturer, is set to appoint Leo Burnett Sydney for Australia and New Zealand.

The agency successfully came through a small two-way pitch process to claim the account and is due to formally commence work on Be Natural, a company that prides itself on using the best natural ingredients, in August 2012.

The account tasks Leo Burnett with giving Be Natural a fresh approach to its above-the-line marketing and driving greater relevance and familiarity with consumers.

Says Todd Sampson, CEO Leo Burnett Sydney: “It’s a good day when you get a phone call from Kellogg’s asking you to be a part of their company. Leo Burnett himself got that phone call over 60 years ago from Will Kellogg, the founder. Kellogg’s is a very smart company with big ambitions and we’re thankful to now be a part of that journey.

“It’s important to carefully manage agency growth. Blind growth and excessive ambition can be hard on a company and it’s culture. Over the last four years we have been fortunate enough to grow at double digit rates and a big part of our plan (some would say wishful thinking) was to eventually have Kellogg’s as a client.

“Kellogg’s is not only one of the most interesting and successful companies in the world, it is also one of the biggest iconic brands on the planet. I am so excited for the agency, it’s another milestone for our company.

Nik Scotcher, Be Natural marketing manager believes the partnership with Leo Burnett can drive growth for the business whilst staying true to the personality it has established over the last 10 years.

Says Scotcher: “Leo Burnett was able to demonstrate the kind of thinking that makes you sit up and take notice. We’re feeling inspired about the prospect of working together and bringing new ideas for Be Natural to life.”

Originally a snacks business, Be Natural expanded its portfolio by launching a range of breakfast cereals made with natural ingredients in January 2011. With several new snacks and cereals launched since the brand continues to benefit from the consumer trend towards natural foods.

Consumers can expect to see the culmination of the Be Natural and Leo Burnett partnership later in 2012.