Kellogg’s is looking to regain cereal’s position as the go-to breakfast item with a new campaign which has paired the brand with YouTube influencer Zach King.
The campaign, created by J. Walter Thompson, aims to showcase new and creative ways to start the day with cereal and sees King making a cereal-based breakfast from things around him using the visual illusion tricks he is known for on YouTube.
Tamara Howe, Kellogg’s Australia marketing director, said in a statement: “Many Australians have grown up with cereal as their main breakfast choice, but with so many other breakfast options now available some consumers have forgotten how nutritious, delicious and creative cereal can be.
“The Amazing Creations campaign is all about reminding people what a great start cereal provides, particularly when combined with other ingredients.
“The work represents a continuation of the strategy we adopted last year – taking a new approach to the execution. We’re looking forward to continuing to engage with consumers in a new way.”
The campaign comprises a range of different online videos, supported by social, PR activity and in-store collateral.
Simon Langley, J. Walter Thompson Sydney ECD, said in a statement: “Many cereal advertising campaigns focus on the food itself, rather than the experience of breakfast and the options cereal can provide. ‘Amazing Creations is unexpected, visually arresting and different from anything Kellogg’s or the category has done previously, said Simon Langley, ECD, J. Walter Thompson Sydney.
“Zach King is famous for creating visual illusions which seemingly make the impossible, possible, and using his talents has helped us demonstrate making a variety of delicious breakfasts in a fresh and engaging way.
“It’s a unique partnership aimed at a range of age groups – particularly millennials, who have disengaged with breakfast.”
It launches on March 24 and will run until October 2016.
- Executive Creative Director: Simon Langley
- Associate Creative Directors: Will Edwards, Chris Badger
- Executive Planning Director: Angela Morris
- Senior Planners: Jim Schuch & Heather Morrison
- Account Handling: GAD – Anne Gibson, SAD – Bruce Pywell, SAM – Tom Woods
- Broadcast Producer: Ellen Fraser
- Media Agency: Mindshare
- PR Agency: Liquid Ideas