Nutri-Grain aims to inspire teenagers to overcome adversity in new content-led campaign

Cereal brand Nutri-Grain has launched a content led campaign targeting teens which aims to reposition the brand from ‘Iron Man Food’ to a brand which celebrates individuals who live unstoppable lives.

Created by JWT Sydney in conjunction with partners Finch, Mindshare, Liquid Ideas and VML, the campaign tells the stories via long form and short form content of people who have overcome adversity to achieve something great.

Kellogg head of breakfast Will Brockbank told Mumbrella: “The objective is to bring these stories to life through both long form and short form content. Stories of extraordinary people who have overcome huge adversity in their life to achieve extraordinary things. To inspire teens to get out there and achieve some of the objectives they are setting themselves.”

The first ‘unstoppable’ hero in the content series is Brazilian Derek Rabelo, who despite being blind, has learnt to surf.

The campaign launched today with an event at Manly as part of Nutri-Grain’s sponsorship of the Australian Open of Surfing.

On how Kellogg wants teenagers to feel about Nutri-Grain as a brand Brockbank said: “We want them to be thinking about Nutri-Grain as a meaningful brand to them. We don’t want them to see us once, potentially share a story and never engage with us again. We want Nutri-Grain to continue to be a source of inspiration for them.

The campaign is running across TV, digital, online, PR and social.

On the decision to create a content-led campaign Brockbank said: “We’re just looking at the trends and understanding where our target audiences are migrating to and engaging with stories.”

The campaign is supported by a range of pre-rolls and on pack activity.

JWT executive planning director Angela Morris said in a statement: “It’s a big responsibility to reposition an iconic brand and Nutri-Grain needed to reconnect with an audience that’s been pretty indifferent to cereal advertising. Moving to a belief based platform gives the brand reason and right to shift away from talking at them from the breakfast table and instead to have a more meaningful and relevant dialogue in the teen’s world.”

Miranda Ward


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