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.”


  • 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

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