Kellogg's Launches First Master Brand Campaign in 100-Year History With Bastion

For the first time in the brand's 100-year history, Kellogg’s is uniting its iconic sub-brands, including Nutri-Grain, Coco Pops, and others, under a single Masterbrand marketing campaign. This bold new approach reflects the brand’s renewed focus on delivering ‘real nourishment.’

Featuring comedian and social media icon Celeste Barber, famous for parodying influencers, the ‘for real’ campaign challenges unreal eating trends and misinformation perpetuated on social media. Instead, it points to a simpler, more realistic alternative for getting real nourishment at breakfast – thanks to Kellogg’s new healthier cereals.

The campaign spotlights Kellogg’s latest ‘healthier’ variants including Nutri-Grain High Protein Crunch and multigrain Coco Pops Chocos, showcasing the brand’s commitment to providing better breakfast options. It’s also supported by Masterbrand messaging about the positive changes Kellogg’s has made to its products over the past 15 years.

“There are so many mixed messages, myths, and mistruths about breakfast out there that people don’t know what to believe. It leaves them questioning the nutritional value of cereal,’ explained Bastion national chief strategy officer, Angela Morris.

Emphasising the importance of transparency in nutrition, Ben O’Brien, Kellanova Australia’s commercial director, highlighted the ongoing efforts behind the scenes to improve Kellogg’s offerings.

“We felt it was time to speak up about the real nutrition in our cereals and the hard work Kellogg’s has been doing behind the scenes for years to innovate, renovate, and offer more better-for-you choices,” said Ben.

Bastion group chief creative officer Simon Langley says the campaign offers a refreshing perspective on Kellogg’s products, “The ‘for real’ idea is about surprising people with the truth about Kellogg’s, in a way that’s unexpected, provocative and breaks category norms. From the very beginning, we knew Celeste would be perfect, and co-creating with her has resulted in authentic and engaging content that is truly aligned to both brands.”

The integrated campaign is the first work from Bastion since winning the Kellanova creative and media account. It takes an innovative counter-category approach to both: from an unbranded teaser tapping a cultural conversation, to ‘owning’ reality TV via multiple program integration and sponsorships, to top and tail spots featuring ‘top’ hero paid assets and ‘tail’ behind the scenes social content (screened in programming), plus an influencer led approach across screens and social and high impact OOH, PR and retailer media. This has been designed to attract attention, provoke conversation, drive reconsideration and build both Masterbrand equity and product sales.

Bastion managing partner Ana Lynch states, “This campaign is the result of true collaboration from so many brilliant people at Kellogg’s and Bastion across media and creative, and of course, the incomparable Celeste Barber. It’s the first step in an always-on Masterbrand journey for Kellogg’s and a fresh and relatable way for the brand to set its story straight ‘for real’."

Kellanova ANZ marketing manager, Natasha Sunderland, says the campaign sets the brand apart in the cereal category and connects with consumers in a unique and compelling way, while maintaining Kellogg’s mission of delivering great taste and nutrition for over a century.

“‘For real’ is unlike any cereal campaign you’ve ever seen. It’s counter category, taps into culture and tells Kellogg’s Masterbrand truth in a fresh and innovative way that is also entertaining, enjoyable and persuasive,” said Natasha.