Different Australians share how they eat Kellogg’s cereal in documentary-style ad
Kellogg’s has created a documentary-style campaign which features different Australians discussing how they prefer to eat their cereal, revealing just how diverse, and divisive, people’s tastes can be.
Created by JWT Sydney, the hero TV ad features a bikie, crane driver, gymnastics team, drag queen and scouts sharing what their perfect bowl of cereal is.
The ad aims to show genuine Kellogg’s fans as they debate the best way to eat cereal, whether it is with chocolate milk, orange juice or warm milk.
Sinead Roarty, creative director at JWT Sydney, said the campaign was about more than just what people have for breakfast.
“We wanted to show the genuine love Australians have for the brand, yet My Perfect Bowl isn’t just a campaign about cereal. It’s a portrait of contemporary Australia. Our goal was to not only find what unites and connects us, but to also celebrate how different and diverse we are.”
Tamara Howe, marketing director at Kellogg’s Australia and New Zealand, added: “Everyone has their own way of enjoying their Kellogg’s cereal. Whether it’s the topping they put on or the time of day they have it, it’s their perfect bowl – and why mess with perfection?
“We wanted to ignite debate amongst fans while celebrating the simple, universal joy of having a perfect bowl of one of Australia’s most loved cereals.”
Credits:
- Creative and Strategy: J. Walter Thompson Sydney
- Chief Creative Officer: Simon Langley
- Creative Director: Sinead Roarty
- Senior Creative / Art Director: Alex Antoniou
- Client Services Director: Ana Lynch
- Senior Strategist: Heather Morrison
- Group Account Director: Kyle Abshoff
- Account Manager: Ellie Sutton
- Head of Production: Jackie Archer
- Production Company: Airbag
- Director: Will Horne
- DoP: Simon Ozolins
- Editor: Ben Zemanek
- Executive Producer: Alex Tizzard
- Producer: Christine Tan
- Casting: Lucky Price, Lucky Break Creative
- Post Production: Hogarth
- Post Producer: Erin McGookin
- Colourist: Fergus Rotherham
- Online Artist: Heather Galvin
- Music Studio: Song Zu Sydney
- Composer: Ramesh Sathiah
- Sound Designer: Abby Sie
- Sound Producer: Jessica Bonney
- Client: Kellogg’s
- Marketing Director ANZ: Tamara Howe
- Portfolio Marketing Manager: Jeci David
- Brand Manager: Derek Lau
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Good to see Kelloggs finally cast people that aren’t rake thin actors.
Interested in know whether that was a conscious decision to feature people who are plus-sized?
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If the strategy is igniting debate amongst fans, it’s flawed, as you’re preaching to the converted. In this case the strategy to grow that this ad serves would be trying to up the AWOP or interpurchase interval.
The key issue not being addressed here is the decline in the category…. so this campaign isn’t doing anything to recruit new users by ‘igniting a debate amongst fans’
If you want to have a look at how to really ignite a debate – take a leaf out of P&G’s books with their Gillette work last week….
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No mention of the awkward fact a different agency network created the campaign. JWT should mention this is an adapt https://www.campaignlive.co.uk/article/kelloggs-corn-flakes-my-perfect-bowl-leo-burnett/1420034
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