Kellogg’s partners with YouTube influencer to push cereal as great start to the day
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.
https://youtu.be/Yl3LXGh6x9I
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.
https://youtu.be/gAkfxqdzYW0
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.”
https://youtu.be/Yl3LXGh6x9I
It launches on March 24 and will run until October 2016.
Credits:
- 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
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So unexpected. Tic tac have been using zac for a year
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Three planners to deliver a campaign that is Zak doing what he’s always done, just with Kelloggs as the sponsor instead of Tic Tac? Original. Imagine the hours that must have been spent watching YouTube videos!
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Well, that certainly inspired me to go and eat a bowl of cereal.
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Makes me want to eat tic tacs for breakfast
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I’m not a big cereal eater but this is very fun, exciting to see Zach creating some commercials for the big dogs now! Love the creativity and appreciate Kelloggs sponsoring his work now. Sweet As.
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I tried this and it didn’t work. Bad choice. Do not advise. I didn’t see this in Australia, though, I saw this in New Zealand, so that might have something to do with it.
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It took 3 planners and 3 creatives to come up with this???
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Tamara Howe needs to understand that until companies like Kellogg’s get real about the nutritional value of their products they’ll forever lose share, regardless of what recycled communications they deploy.
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Cereal is for idiots and their unlucky children.
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At least they’re only 15 seconds. Advertisers who think anyone today will watch 30 seconds (let alone their bloated “long form” ads up to 90 seconds) are kidding themselves.
Bite sized and amusing… I’m a fan (and have not seen the TicTac ads before so this guy is new to me and probably a lot of other Aussies). ALSO: Great to see a non-white person as the only character.
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@Pepsi Monster I’ve been a proud employee of Kellogg’s for 13 years, and I’m particularly passionate about us making foods that people love to eat. Taste is just as important to me as quality ingredients, health and nutrition. Our best source of national nutrition data, the Australian Health Survey from May 2014, tells us that breakfast cereals are nutrient dense foods that provide significant levels of essential nutrients including 18% iron, 13% folate and 11% of fibre intakes per capita for Aussies aged 2 years and above. Yet at the same time, only 3% of total sugars, 2% of sodium and 2% of fat intake amongst the population.
Looking at the Kellogg cereal portfolio, 70% of our products are 4 health stars and above under the Government’s Health Star Rating system. As a mum, our family enjoys cereal regularly.
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Am I the only person who finds the Kellogs, and Zac’s, ads bloody annoying. I will be glad when they finish.
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