Leo Burnett Sydney launches first work for Kellogg’s in a decade with Be Natural campaign
Leo Burnett Sydney has released its first work for Kellogg’s after breaking JWT’s stranglehold on the business in winter by winning the healthy cereal and snack brand Be Natural.
Leo Burnett last worked with Kellogg’s ten years ago, before the account was consolidated into JWT. Burnett won the business after a mini pitch with JWT, the brand’s marketing manager Nik Scotcher telling Mumbrella: “We were looking for some fresh thinking.”
The Be Natural campaign kicks of with outdoor, with PR, social media, digital, activations and experiential and film content to follow.
Leo Burnett Sydney’s client services director Peter Bosilkovski said: “The Be Natural brand has been quite passive over the years and Kellogg’s wanted bold, fresh new thinking on the brand.”
“The ‘More of the Good Stuff’ idea aims to re-position Be Natural to help differentiate the product in the marketplace. In order to achieve these objectives and to drive greater relevance and familiarity with consumers, we have given the brand a higher order purpose and injected it with light hearted character.”
Leo Burnett Sydney chief creative officer Andy DiLallo added: “Our brief was pretty straight forward; turn Be Natural into the most recognized and admired natural brand in Australia. We are confident that the “More Good Stuff’ platform will help unlock Be Natural’s potential in becoming the first name in natural foods in Australia.”
Credits:
- Client: Be Natural
- Marketing Manager: Nik Scotcher
- Snacks Brand Manager: Nadia Zulfacar
- Advertising Agency: Leo Burnett
- Executive Creative Director: Andy DiLallo
- Creative Group Head -Copy: Guy Futcher
- Creative Group Head -AD: Brendan Donnelly
- Client Service Director: Peter Bosilkovski
- Business Director: Suzanne Rundle
- Senior Business Manager: Alissa Breit
- Digital Agency: Tongue
- Business Director: Adam Washington
- Media: Mindshare
- Business Director: Bridget Higgo
- Business Manager: Elizabeth Blanch
- Strategy Manager: Lauren Raymond
- Public Relations:
- Account Director: Joy Leaper
- Senior Account Manager: Louise Tran
Ummmm but what’s the idea? “bold fresh new thinking” “reposition the product to differentiate it” “given the brand a higher order purpose” “injecting it with light hearted character”
That press release is so full of platitudes it suggests the work might not be very “bold or fresh” at all.
From the small sample viewable here, it’s looking quite generic to me.
It says ‘“The ‘More of the Good Stuff’ idea
I agree with the above. It’s pictures of fruit in orchards with a badly written headline. What’s original or bold about that? Would consumers buy this over Carmens? Not from this advertising.
boring. no idea. uggo.
What’s fresh about it? Showing off food porn for the Instagram generation?
The press release is far more ground breaking than the work.
Stale thinking.
I really love when Getty images and DaFont.com help out with the Art Direction.
Boring at best.
I think it’s stand out. Feels like Droga5 style planning, really modern art direction and a great line. This isn’t classic advertising, it’s futuristic! Something Droga6 might do! Well done to everyone involved.
..to see the TV.
My guess would be: orchards plus lens flares plus innocent wholesome kids plus knowing looks from Mum plus wheat fields plus range shot plus that line.
Plus the food enjoyment bit somewhere.
The important thing? Link says it’s good so everyone gets their bonus.
I don’t get what this unlocks, but it’s not creativity. It feels like the clients brief copied and pasted over images of food. As Geez said the press release has be crafted more and had more time spent on it than the work. Very average.