Bastion and Celeste Barber introduce Kellogg’s healthy era in new masterbrand campaign
Kellogg’s has launched its first-ever masterbrand marketing campaign via Bastion – starring Australian icon Celeste Barber – to highlight its healthier food offerings.
The ‘For Real’ campaign brings together Kellogg’s sub-brands, such as Coco Pops and Nutri-Grain, under an umbrella that champions “real nourishment” while rejecting misinformation and food fads rife on social media.
Specifically, the campaign focuses on the new multigrain Coco Pops Chocos and Nutri-Grain High Protein Crunch products, while leveraging messaging that explains how the cereal company has made its products healthier over time.
“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,” said Angela Morris, national chief strategy officer at Bastion.
Ben O’Brien, commercial director at Kellanova Australia, added: “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.”
When speaking about the work, Simon Langley, group chief creative officer at Bastion, explained that it was purposefully designed to not follow category norms. Langley also praised the collaboration with Barber.
“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. From the very beginning, we knew Celeste would be perfect, and co-creating with her has resulted in authentic and engaging content that is truly aligned to both brands.”
The ‘For Real’ campaign uses several channels to amplify its message in an effort to bolster masterbrand equity and product sales. They include retail media, PR, out-of-home (OOH), program sponsorships, integration related to reality TV, and more.
“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,” said Ana Lynch, managing partner at Bastion.
“It’s the first step in an always-on Masterbrand journey for Kellogg’s and a fresh and relatable way for the brand to set its story straight ‘For Real’.”
Natasha Sunderland, marketing manager at Kellanova ANZ, concluded: “‘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 campaign is the first piece of work Bastion has created for Kellanova since securing its creative account in early December 2024.
Credits
Client: Kellogg’s
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
Agency: Bastion
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
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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topics
Ana Lynch
Bastion
Ben O'Brien
Celeste Barber
Kellanova
Kellogg's
Natasha Sunderland
Simon Langley
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