Now in its second iteration, we worked with Kellogg’s Australia as the first country in their network to pioneer the initiative, which is now being adopted around the world. Employing an engagingly simple idea, we took what could otherwise be quite a complex story and made it fun, easy for anyone to understand and – crucially – compelling to shoppers.
For generations fibre has been seen as something that only old people need to think about. But with the rise in awareness around the importance of good gut health, Kellogg’s Australia saw an opportunity to reframe fibre and grow relevance of an entire category of cereals.
The results in 2018 were phenomenal, with significant growth across the portfolio of Kellogg’s fibre cereals and a terrific response from Kellogg’s retail partners in supporting the initiative. Consumer perceptions were also tracked and showed that the campaign is having the desired effect on perceptions, not just on sales. A terrific result that we’re very proud of.
The strategy is now being looked at in markets around the world and a follow-up campaign is already in the works.
Mitch Kennedy (Director); The Producers (Production Company); Tanya Spencer (Producer); Ack Kinmonth (Music); Mindshare (Media/Planning/Buying)