Kellogg’s Australia launches new campaign for Just Right Fusion via Wunderman Thompson
Kellogg’s Australia has launched a new campaign for its latest product innovation, ‘Just Right Fusion’, via Wunderman Thompson Australia.
The campaign highlights the intriguing new taste and textural experience that comes from the combination of crunchy granola and the light crispiness of cereal in one product. Working in partnership with the Kellogg’s insight team, Wunderman Thompson Australia helped develop the overall brand positioning, strategy and creative campaign.
Angela Morris, national chief strategy officer at Wunderman Thompson Australia said the historical Just Right promise of balance, captured by long-term brand tagline ‘Not too heavy, not too light’, no longer resonated with some key audiences. Therefore, Wunderman Thompson had to resolve how to launch the new variant into this evolved and highly competitive breakfast market.
Says Morris: “Just Right Fusion is designed to appeal to the adventurous foodie, who is bored of the normal breakfast cereal tropes and is seeking something different. Which is why creatively our strategy is to be intriguing and a little off-centre.”
Launching with a 15” TVC and 6” bumper ads, the campaign opens to a couple enjoying breakfast, both becoming increasingly taken with the idea of the unexpected fusion of granola and cereal, to the point where the couple starts to fuse together themselves.
Says Lucie Wolstenholme, marketing director at Kellogg’s Australia: “Just Right Fusion is an innovative product for the category, so we wanted to launch it with a bold campaign. We are so excited to see how the product and campaign are received in market. Wunderman Thompson have been a great partner to bring this to life and we’ve enjoyed working with them from the beginning of this product innovation journey.”
The Just Right Fusion TVC campaign is being rolled out across digital platforms including Broadcast Video on Demand and 6” YouTube bumpers.
Simon Langley, National Chief Creative Officer
Angela Morris, National Chief Strategy Officer
Steve Hey, Creative Group Head
Simon Koay, Senior Art Director
Carnelian Easton-Jones, Senior Strategist
Ana Lynch, Partner
Rebekah O’Grady, Engagement Manager
Gabe Hammond, Senior Broadcast Producer
Wunderman Thompson & Revolver/ Will O’Rourke
Mark Bennett, Editor
Andy Clarkson, Colourist
Richard Lambert, Visual FX Artist
Chloe Marshall, Post-Producer
Revolver/ Will O’Rourke
Trevor Clarence, Director
Michael Ritchie, MD & Executive Producer
Pip Smart, Executive Producer & Producer
Nicole Crozier, Producer
Song Zu
Sound engineer: Song Zu, Damian Enemark
Composition: Song Zu, Lance Gurisik
Media:
Zenith Media
16 Comments
While there have been many studies and reports published on the importance of breakfast post the EU referendum, the majority have been written by respected food scientists and dieticians – probably Oxbridge alumni – who aren’t familiar with the workings of Soviet scientist, Sergei Tuk, who challenged and later categorically debunked the notion that breakfast is the most important meal of the day.
It is a fact most cereals contain very few minerals and nutrients that support and boost the body’s energy levels in the morning (P9-21. Brexit Means Breaking Breakfast by Dominic Cummings). What this means for advertising and multi-national companies like Kellogg’s? I don’t know at this stage, I need to write something trite and interminable on my blog. But whatever viewpoint I raise on the subject will probably be correct and so therefore should form part of any ad agency’s pitch to prospective cereal companies.
Now, back to reading quasi-statistical analysis models no one has ever heard of nor care about.
this is great!
A simple, quirky comedy spot in Aus.
Not so hard or scary is it.
It’s almost like the joke makes the film and product memorable.
Shocking, I know.
That’s pretty funny just quietly…
Insensitive to trans and just another ad with no truth and an exaggerated single minded proposition. Try harder.
that was awkward
There’s no truth that there’s a combination in the product?
And also you’re saying it’s exaggerated?
Make up your mind.
It’s simple. It’s funny.
Sigh. How does simply exaggerating that the product is a fusion make it appealing? Oh i know, just tell people it’s “delicious”. Well It is simple alright, as simple as any first idea.
If “woman look like man lol” is funny to you then Just Right Fusion is your cereal I guess.
There is shit and there’s shit. This is SHIT.
I’d thought JWT had digested itself as a result of a fusion (gone wrong)
Well done Trev. Made me giggle.
‘Insensitive to trans’. How?
Sadly clients seem to be buying shorter media formats these days. Even a 30′ seems like an indulgence. And then it’s hard to stop them cramming a minute’s worth of messaging into a quarter of the time.
At least this keeps it simple. Says one thing pretty clearly, quirky visual, will make people smile and they’ll remember what the product is. It’s fun.
Simple and funny. Well done.
This commercial is really creepy. It does absolutely NOTHING to make me want to try this cereal.
What a shit advert and a complete waste of money for the company. I HATE THIS AD – and I’m not alone in my opinion!
It’s the only breakfast cereal advertisement I’ve ever googled; so I’d say it works…