I Like Music
Electriclime gif
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

Kellogg’s Calls on Zach King for Masterbrand Campaign via JWT Sydney

Creative 306 Add to collection

YouTube star demonstrates creative ways to start the day with cereal

Kellogg’s Calls on Zach King for Masterbrand Campaign via JWT 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.
“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,” she said.
“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,” explained Angela Morris, Executive Planning Director, 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," said Simon Langley, ECD, J. Walter Thompson Sydney.
“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,” continued Langley
The Amazing Creations campaign comprises a range of different online videos, supported by social, PR activity and in-store collateral.  It launches on March 24th and will run until October 2016.

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Media Agency

Media Agency: Mindshare

Creative Agency

Creative Agency: Simon Langley

Executive Planning Director: Angela Morris

Group Account Directors: Anne Gibson

PR: Liquid Ideas

Senior Account Director: Bruce Pywell

Senior Account Manager: Tom Woods

Senior Planner: Jim Schuch & Heather Morrison

TV Producer: Ellen Fraser

Associate Creative Director: Will Edwards, Chris Badger

Genres: Storytelling, People

Categories: Breakfast, Food

Wunderman Thompson Singapore, Thu, 24 Mar 2016 12:51:37 GMT