‘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


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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