Kellogg’s Australia has worked with Melbourne-based independent agency Akkomplice to create an outdoor campaign for Pringles. The work supports the Australian launch of a new mini version of Pringles, sold in multi-pack bags and sees the agency given responsibility for the brand’s first locally created campaign from owners Kellogg’s.
Aside from in-store and social media, the launch is being promoted to consumers through out of home channels, via Kellogg’s media partner MindShare, with a comprehensive mix of APN Showcase, Adshel Street Furniture and Rail Panels and Moove Media Supersides.
“The campaign from Akkomplice and MindShare is fresh, bold, fun and engaging. That’s exactly what we are looking for when it comes to the iconic Pringles brand. We are committed to TV as a medium for its impact and reach, but this is the ideal approach to launch this particular line within our portfolio of brands,” said Tamara Howe, Kellogg Australia & New Zealand Marketing Director.
Pringles joins other Kellogg’s projects (including the recently launched Fibre-Fit TV campaign), Sirena Tuna, Almo Milk and Madame Flavour Tea in the stable of FMCG clients working with Akkomplice, with another high-profile win expected to be announced shortly.