Kellogg’s has unveiled its first-ever masterbrand marketing campaign, partnering with Australian comedian and icon Celeste Barber, through agency Bastion. The new campaign, titled ‘For Real’, aims to emphasize the company’s commitment to offering healthier food options while challenging misinformation and food trends circulating on social media.
The focus of the campaign is on Kellogg’s popular products, such as Coco Pops and Nutri-Grain, under the overarching theme of “real nourishment.” Specifically, the campaign spotlights the launch of multigrain Coco Pops Chocos and Nutri-Grain High Protein Crunch cereals, highlighting how Kellogg’s has worked over the years to improve the nutritional content of its products.
Angela Morris, National Chief Strategy Officer at Bastion, explained that the campaign seeks to address the confusion around breakfast foods. “There are so many mixed messages, myths, and mistruths about breakfast out there that people don’t know what to believe. It leaves them questioning the nutritional value of cereal,” she said.
Kellanova Australia’s Commercial Director, Ben O’Brien, also commented on the campaign’s purpose: “We felt it was time to speak up about the real nutrition in our cereals and the hard work Kellogg’s has been doing behind the scenes for years to innovate, renovate, and offer more better-for-you choices.”
Breaking Category Norms
Simon Langley, Group Chief Creative Officer at Bastion, shared that the campaign intentionally avoids following typical industry trends. He highlighted the role of Celeste Barber in bringing the campaign to life, calling the collaboration “authentic and engaging” and perfectly aligned with the brand’s voice. “The ‘For Real’ idea is about surprising people with the truth about Kellogg’s in a way that’s unexpected, provocative, and breaks category norms,” Langley said.
Multichannel Amplification
The ‘For Real’ campaign utilizes a variety of channels to maximize its reach, including retail media, public relations, out-of-home advertising (OOH), reality TV integrations, and program sponsorships. This multi-faceted approach is designed to not only strengthen Kellogg’s masterbrand but also boost sales of its healthier cereal options.
Ana Lynch, Managing Partner at Bastion, emphasized the collaborative effort behind the campaign, stating, “This campaign is the result of true collaboration from so many brilliant people at Kellogg’s and Bastion across media and creative, and of course, the incomparable Celeste Barber.”
A Fresh Approach for Kellogg’s
According to Natasha Sunderland, Marketing Manager at Kellanova ANZ, the campaign stands out for its cultural relevance and innovative approach: “‘For Real’ is unlike any cereal campaign you’ve ever seen. It’s counter category, taps into culture, and tells Kellogg’s masterbrand truth in a fresh and innovative way that is also entertaining, enjoyable, and persuasive.”
The ‘For Real’ campaign marks the first collaboration between Bastion and Kellanova after the creative agency secured the brand’s creative account in December 2024. It signals the beginning of an ongoing masterbrand journey for Kellogg’s, aiming to reshape perceptions and establish stronger brand equity.
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