Kellogg’s Unites Sub-Brands in First Masterbrand Campaign with Celeste Barber
For the first time in its 100-year history, Kellogg’s is launching a masterbrand marketing campaign that unites its iconic sub-brands, including Nutri-Grain, Coco Pops, and more. This campaign, brought to life with the help of comedian Celeste Barber, aims to highlight the brand’s focus on providing healthier breakfast options.
The campaign is the first collaboration between Kellogg’s and Bastion since Bastion won the Kellanova creative and media account. It features a mix of advertising methods to reach a wide audience, from teaser ads and reality TV integrations to influencer-driven social media content and high-impact outdoor advertising.
Celeste Barber brings her signature style of parodying influencers to the campaign, which challenges unrealistic food trends and misinformation seen on social media. The message? Kellogg’s cereals, like the new Nutri-Grain High Protein Crunch and multigrain Coco Pops Chocos, are part of a healthier breakfast choice.
Kellogg’s wants to set the record straight about breakfast nutrition, focusing on the real benefits of its products, and highlight the improvements the company has made over the years to create more nutritious and better-for-you options.
“We felt it was time to talk about the real nutrition in our cereals and the work Kellogg’s has been doing to innovate and offer healthier choices,” said Ben O’Brien, Commercial Director at Kellanova Australia.
The campaign’s message is clear: Kellogg’s is moving away from misleading food trends, embracing transparency, and offering customers breakfast options that they can trust. The campaign uses a fresh and creative approach that taps into culture, with the aim of surprising and engaging people while making nutrition fun and approachable.
“This campaign is an exciting step for Kellogg’s as we move forward with a masterbrand strategy that will continue to evolve, and we couldn’t be more thrilled with the collaboration with Celeste Barber,” said Ana Lynch, Managing Partner at Bastion.
The “For Real” campaign is just the beginning of an ongoing effort to keep Kellogg’s connected with its audience in a relevant, innovative, and enjoyable way, making sure that everyone knows that Kellogg’s is serious about offering real nourishment for a better breakfast.
Marketing Manager Core Breakfast – Natasha Sunderland
Senior Director Insights and Analytics – AMEA Region –Megan Carcano
Brand Manager Masterbrand – Larissa Oliver
Sales and Marketing Director Australia – Ben O’Brien
Media and Digital Lead ANZ – Adrian Mainey
Group Chief Creative Officer: Simon Langley
Senior Creative: Chris Searle
Senior Creative: Harry Roth
National Chief Strategy Officer: Angela Morris
Managing Partner: Ana Lynch
Group Client Director: Katy Grey
Senior Client Manager: Sarah Chamberlain
Executive Producer: Carolyn Starkey
Junior Producer: Raquel Abi Ghosn
Studio Director: Sean Davitt
Online Editor: Ben Zemanek
Production Company: Revolver
Director: Fiona McGee
Executive Producer: Pip Smart
Producer: Serena Paull
Post: The Editors
Editor: Mark Burnett
Colourist: Scott Maclean
VFX: Soren Dyne
Sound: Rumble
BTS Sound: MassiveMusic
Casting: Citizen Jane
Stills: Harry Roth
