Kellogg’s 2018 campaigns kick off with Special K fibre fit push

Kellogg’s first campaign for 2008 promotes Special K cereal asking “is your gut fibre fit?’ with the promotion being led by a TVC series to run from Sunday night.

The campaign, featuring actors playing tunes on their bellies will run across TV, digital and social media, aims to update people’s perceptions about fibre in their diet.

“We have been in the fibre business for decades, but perceptions about fibre’s role in health
have been stuck in regularity,” Kellogg Australia & New Zealand Marketing Director, Tamara Howe, said. “Knowing that the fibre in our foods helps to support overall gut health, we needed to disrupt this dated perception and get people thinking differently about the role of fibre.“

“Gut health is a hot topic at the moment, and ‘IS YOUR GUT FIBRE FIT?’ taps into that insight and offers the easy solution of a bowl of cereal in the morning to get our tummies in tune through an energetic, bright and fun campaign.”

The integrated, multi-agency campaign was created by Akkomplice, lead creative agency,
with media strategy and placement by MindShare and public relations by Edelman.

Kenny Hill, Creative Director, Akkomplice, said: “Winning the business and partnering with the Kellogg team has been a great start to the year for us.

“With this campaign we’re trying to turn around entrenched perceptions for something potentially quite complex, so the key to success was to keep it simple, fun and universally engaging. We’re excited to see this come to life for Kellogg’s and hope it brings a lot of success in market.”

Key elements of the campaign elements include 30 and 15 second TVCs running
nationally on free to air channels and Pay TV; online videos running across YouTube and programmatic channels along with a content partnership with 9Honey.

The social aspects of the campaign include a full content strategy across Facebook, Instagram and on the website and a Good Gut Score quiz.


  • Client: Kellogg’s Australia
    • Kellogg’s Australia & New Zealand Marketing Director: Tamara Howe
    • Kellogg’s Portfolio Manager – Power Brands: Janine Brooker
    • Kellogg’s Brand Manager – Sultana Bran: Chelsea Xu
  • Agency: Akkomplice Group Australia
    • Creative Director – Kenny Hill
    • Agency Producer – Robbie Kowal
    • Project Management – Alex Krawczyk
  • Media: Mindshare
  • PR: Edelman

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