Be Natural invites Australians to make environmental pledge on ‘Day of change’
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
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.
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.
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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
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The day of change we need is of the advertising, strategy and execution.
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Never to buy that artificially concocted crap.
Oh, and I won’t buy those cereal bar things either…
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Are they doing this for International Irony Day?
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Yeah I also struggle to see the relevance. Why not just spend the budget advertising instead of this pathetically tenuous attempt at environmental worthiness?
Dumb.
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And if they don’t follow through with their pledge, they are hunted and killed.
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Must be sincere if it’s coming from Keloggs !!!!!!!!!! (can you feel the sarcasm)
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Oh dear…
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I pledge to eat more coco pops.
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Too late chaps . . I have already pledged to porridge
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