‘No more celebrating perfection’: Special K’s new brand platform wants to be more relevant
Kellogg’s cereal brand Special K has launched a new brand platform, telling Australians that a healthy lifestyle doesn’t have to be complicated.
The ‘Free Your Special’ platform was developed by Publicis Groupe’s creative agency Leo Burnett Australia.
In a 15-second spot, the campaign aims to appeal to women and men who prioritise a healthy way of living that works for them, not one that’s perfect.
James Walker-Smith, general manager Sydney at Leo Burnett said the agency had to find a “new voice” to evolve the Special K brand and make it more relevant to contemporary Australia.
“Working in close collaboration with the Kellogg’s team, we’ve built an enduring platform with a fresh way to show up, making clear that health and wellness doesn’t have to be complicated or challenging.”
Nicole Zahran, brand manager at Kellogg Company, added: “Special K is a renowned brand, and we’ve recognised its potential to continue to evolve in today’s world. We’re passionate about empowering Aussies to spend time doing whatever they love.
“Our consumers are what makes this brand extra special, and we want to celebrate and share their stories. Special K provides a fantastic nutritional base for people to customise however they like.”
Bec Johnson-Pond, group creative director at Leo Burnett, said: “Free your Special is about doing what feels good to you and being more real in everything you do. No more celebrating perfection. Instead, we’re all in on celebrating whatever is special to our audiences.
“We’re starting with non-traditional surfing, but the platform is built to easily tell different stories, and we’re looking forward to doing more of this in the coming months.”
The campaign launches across TV, BVOD, online video, OOH, influencer and social media platforms.
Campaign Credits
Client: Kellogg’s
Leanne Bell – Marketing Director
Jo Doran – Marketing Manager, Growth Channels
Nicole Zahran – Brand Manager, Adult Multi-Ingredient
Catherine Costa – Insights Analyst
Miranda Holmes – Head of Insights & Analytics
Creative Agency: Leo Burnett Australia
Andy Fergusson – National Executive Creative Director
Bec Johnson-Pond – Group Creative Director
Stacey Karayannis – Associate Creative Director
Rosie Stone – Associate Creative Director
Dinah Pollard – Conceptual Designer
Abbie Dubin-Rhodin – Senior Strategy Director
James Walker-Smith – General Manager
Andrew Thistlethwaite – Head of Business Management
Gemma Cox – Group Business Director
Cece Chieng – Business Director
Justine Dooner Executive Producer
Production
Director: Zoe McIntosh
Production Company: The Sweet Shop
Executive Producer: Greg Fyson
Producer: Emma Lawrence
Music & Sound: Bang Bang Studios
Post Production: The Editors, Prodigious
Photographer: Chris Searl
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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