Be Natural invites Australians to make environmental pledge on ‘Day of change’

A pledge wall from Be Natural's  Day of Change campaign

A pledge wall from Be Natural’s Day of Change campaign

Pop-up market stalls are being set up all over Australia by Kellogg’s-owned natural food company Be Natural as part of a campaign to get Australians back in touch with the environment.

The brand has set up “honesty boxes” where members of the public can write a pledge on a blackboard explaining how they plan to connect with the natural world. Pledges can also be made on social media.

A pop-up market for Be Natural's Day of Change campaign.

A pop-up market

Pop-up markets were also set up in shopping malls around Australia, where staff giving out Be Natural snack bars and bowls of cereal.

The official Day of Change will take place this Friday and Saturday at the Sydney Royal Easter Show. For Every pledge made at the show over those two days, Be Natural will donate one tree to Landcare Australia.

The campaign was devised by ad agency Leo Burnett Sydney, which won the Be Natural business in July last year, and built by Five Senses.


  1. fleshpeddler
    26 Mar 13
    12:48 pm

  2. this appears to be the most stunningly self indulgent, highly pretentious and completely wanky piece of marketing I can remember seeing

    FFS, seriously….pledge honestly boxes and a Day of Change to help Australians get back in touch with the environment? It’s a fucking cereal.

    impossibly, unbelievably pretentious.

  3. Nathan
    26 Mar 13
    1:03 pm

  4. Isn’t it nice that a big company helps us poor high traffic individuals get back in touch with the environment. Me feel good now

  5. I'm with the first comment
    26 Mar 13
    2:00 pm

  6. The day of change we need is of the advertising, strategy and execution.

  7. Here's my pledge
    26 Mar 13
    2:07 pm

  8. Never to buy that artificially concocted crap.
    Oh, and I won’t buy those cereal bar things either…

  9. Cognitively DIssonant
    26 Mar 13
    2:11 pm

  10. Are they doing this for International Irony Day?

  11. Circling sharks
    26 Mar 13
    2:18 pm

  12. Yeah I also struggle to see the relevance. Why not just spend the budget advertising instead of this pathetically tenuous attempt at environmental worthiness?


  13. Wendy
    26 Mar 13
    2:55 pm

  14. And if they don’t follow through with their pledge, they are hunted and killed.

  15. Anonymous
    26 Mar 13
    3:54 pm

  16. Must be sincere if it’s coming from Keloggs !!!!!!!!!! (can you feel the sarcasm)

  17. Woeful
    26 Mar 13
    5:02 pm

  18. Oh dear…

  19. Slactivist
    26 Mar 13
    5:13 pm

  20. I pledge to eat more coco pops.

  21. jean cave
    26 Mar 13
    8:34 pm

  22. Too late chaps . . I have already pledged to porridge