Iconic mascot of Kellogg’s Corn Flakes comes to life in new campaign via Bastion
Kellanova’s Kellogg’s Corn Flakes, an iconic staple in every Aussie’s pantry, has launched a new campaign, ‘Simple Goodness’, to bring contemporary relevance into the 100-year-old brand, via Bastion.
The agency’s first work for Corn Flakes heroes Cornelius, the brand’s mascot who has been around on cereal boxes since 1960.
The new spot brings Cornelius to life with CGI for the very first time, as he follows the journey of the cereal from farms to household tables.
The spot coincides with Kellogg’s 100th birthday, which is being celebrated with a ‘100 Years of Good Mornings’ platform, also developed by Bastion.
“For 100 years, Kellogg’s Corn Flakes has been made with corn sourced from generations of Aussie farming families,” said Leanne Bell, Kellanova’s marketing director.
“Our much-loved mascot Cornelius has been the face of the brand for nearly half its history. We’re thrilled to be bringing Cornelius to life, especially in our centenary year.”
Ana Lynch, general manger of Bastion, said: “I am truly honoured to collaborate with this iconic brand once again. This new partnership is a testament to shared values and the enduring spirit of excellence that defines both our organisations.”
The campaign is rolling out across TV, OLV, digital, OOH and social channels.
“Our strategy was to hero an enduring brand truth – Kellogg’s Corn Flakes has always delivered deliciously uncomplicated goodness made with ingredients sourced from Aussie farms, and that’s more important to today’s consumers than ever,” said Angela Morris, chief strategist at Bastion.
The agency’s group CCO, Simon Langley, added: “It was a real honour creating this campaign. It’s not every day you get the opportunity to bring a such an iconic character to life for a brand like Kellogg’s Corn Flakes.
“The talented team at Synctum and Filmgraphics have done a stellar job, and we couldn’t be happier with the result.”
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Credits:
Client: Kellanova
Marketing director: Leanne Bell
Group marketing manager: Irene Anast
National marketing manager: Natasha Sunderland
Brand manager: Demi Di Stefano
Agency: Bastion
General manager: Ana Lynch
Group chief creative officer: Simon Langley
National chief strategy officer: Angela Morris
Group client director: Katy Grey
Head of production: Jacqueline Archer
Lead senior producer: Niki Bentley
Creative lead: James Gillespie
Creative lead – copy: Lewis Farrar
Senior client manager: Kirsty Wootton
Media agency: Zenith
Senior business director: Christina Fan
Account director: Alice Sinclair
Account director: Emily Robinson
Account manager: Harvey Simpson-Crew
Production company – Filmgraphics
Director – Jonathan Brough
EP/producer – Anna Fawcett
Prod manager – Suze Jackson
DP – Bob Humphries
VFX & 3D animation: Synctum
VFX supervisor/producer: Jonny Morfoulis
VFX supervisor/lead artist: Declan Kindness
Compositor: Jarrett Piggott
Post production
Edit – Charles Ivory
Grade – Matt Fezz
Online – White Chocolate
Music studio: Saint Juno Music
Composers: Brendan Etherington, Michael Etherington, Thomas Marland
Executive producer: Kat Remy
Sound: Electric Sheep Music
Sound designer: Georgia Collins
Executive producer: Kate Stenhouse
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Ana Lynch
Angela Morris
Bastion
Corn Flakes
Cornelius
Kellanova
Kellogg's
Kellogg's Corn Flakes
Leanne Bell
Simon Langley
Really? If this is the best that can be done for 100 years of Kellogg’s Corn Flakes then it really is another signal that this is a brand in terminal decline. Imagine if they had done something truly inspirational? Instead it’s completely lacklustre and will be forgotten the moment the 30sec break is over. Shame.
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I have eaten Kellogg cornflakes all my life, now 80. However the last packet I purchased had on the label Made in Germany. LOL.
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