BMX champion Caroline Buchanan is ‘unstoppable’ in new campaign for Nutri-Grain

Eight-time world BMX champion Caroline Buchanan displays her cycling prowess amidst a giant box of cereal in a new campaign for Nutri-Grain.

Two-time Olympian Buchanan is joined in the ‘Unstoppable’ campaign from WPP AUNZ’s Wunderman Thompson by Australian Pro freestyle BMX rider Rhys Kember. The duo will star in two 30-second commercials for online and TV and 15-second spots, as well as long-form content.

Kellogg’s ANZ director of marketing and corporate affairs, Tamara Howe, said the brand’s focus on overcoming diversity made it a natural choice to have Buchanan as an ambassador.

“As a brand that speaks to the strength in overcoming adversity, it felt natural for us to have Caroline Buchanan onboard as a Nutri-Grain ambassador. Caroline’s story is filled with passion, grit and focused determination – a story that is synonymous with what Nutri-Grain stands for,” said Howe.

Bunchanan’s history overcoming adversity began in 2003 when her family home was destroyed by bushfires, leaving her with a bike and a handful of trophies. The BMX rider then dominated in 2009 earning her a world championship title, followed by a further four mountain bike and three BMX titles.

In 2017, Buchanan again overcame adversity when an off-road accident threatened her career. 12 surgeries and 20 months of rehabilitation later, Buchanan is now back to the world stage and ready to compete in Tokyo’s 2020 Olympics, Nutri-Grain.

The campaign was filmed on a bespoke BMX track with production agency Airbag working with Wunderman Thompson on the three-storey tall Nutri-Grain box and giant cereal bowl.

Wunderman Thompson’s national chief creative officer, Simon Langley, said the size of the props is a reflection of the ‘unstoppable’ nature of Buchanan and Kember.

“We wanted to show Nutri-Grain’s brand message of ‘unstoppable’ in a larger than life way. With a three-story tall Nutri-Grain pack and cereal bowl, we created the ultimate BMX track for Buchanan and Kember; two athletes who embody an unstoppable attitude.”


Wunderman Thompson

Simon Langley, National Chief Creative Officer

Sinead Roarty, Creative Director, Sydney

Chris Searle, Senior Creative

Gabe Hammond, Senior Producer

Ana Lynch, Partner, Sydney

Chris Murphy, Engagement Lead

Rebekah O’Grady, Engagement Manager


Leo Woodhead, Director

Alex Tizzard, Executive Producer

Kellogg Australia

Tamara Howe, Director of Marketing & Corporate Affairs, Kellogg ANZ.

Dan Bitti, Marketing Manager, Power brands

Suzanne Blake, Senior Brand Manager, Nutri-Grain

Nancy Daoud, Assistant Brand Manager, Nutri-Grain


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