Kellogg has worked with Akkomplice Group Australia to launch a follow up to last year’s highly successful portfolio campaign ‘Is your gut fibre fit?’. The campaign challenges Aussies to get fibre fit and feed the good bacteria in their gut with grain fibre from a bowl of cereal.
The ‘Is your gut fibre fit?’ campaign kicked off with a lively 30-second TVC. The campaign will extend across on-pack, in-store, digital platforms, search and social media in the coming weeks as Kellogg calls on Aussies to get their fibre fix and start supporting their gut health, one bowl at a time.
Kellogg Australia & New Zealand Marketing Director, Tamara Howe, explains the strategy behind the campaign:
“We have made good inroads into challenging perceptions about fibre’s role in health being stuck in regularity. Our first Fibre Fit campaign began the job of disrupting this dated perception and get people thinking differently about the role of fibre.”
“Gut health continues to be a hot topic, and ‘Is your gut fibre fit?’ taps into that insight and offers the easy solution of a bowl of cereal in the morning to get our tummies in tune through an energetic, inclusive campaign”.
The campaign was created by Akkomplice, lead creative agency, with media strategy and placement by MindShare.
Kenny Hill, Creative Director, Akkomplice, said: “It was great to see the success of the first iteration of this campaign last year. The challenge this time was to build on the distinctiveness of the work with a new twist. Since we’re trying to elicit an attitude and behaviour change, we aimed to get across the simplicity and popularity of Kellogg’s fibre cereals for a fibre fit gut amongst millions of Aussies all across the country”.
Demonstrating the important role grain fibre plays in feeding the good bacteria that live in our guts, the new campaign highlights how easy it is to get your fibre fix with almost half the Kellogg’s portfolio of cereals being a source of, or high in fibre.
To accompany the campaign, Akkomplice has also worked with accredited nutritionist Jacqueline Alwill to create an eBook and video content of delicious fibre-fit recipes and tips for maintaining good gut health. The eBook will be available to Kellogg’s customers to download for free with purchase of any specially marked packs.
Tamara How (Marketing Director Australia & New Zealand); Dan Bitti (Marketing Manager – Power Brands); Kavita Desai (Brand Manager)
Kenny Hill (Creative Director); Natalie Taylor (Agency Producer); Nicole Torrington (Project Management); The Producers (Production Company); Mitch Kennedy (Director/DOP); Tanya Spencer (Producer); The Post Lounge (Post Production); Ack Kinmonth (Music); Mindshare (Media)