Further cementing their spot in the plant-based eating category, this week, Kellogg’s launched its frozen MorningStar Farms TVC campaign nationally throughout Australia.
Created in partnership with independent agency, Akkomplice, the ‘Un-Meat your Midweek’ campaign first launched in New Zealand late last year, and in Australia this year with outdoor, and social media content, including videos of recipes developed by Akkomplice ECD and former Masterchef finalist, Sara Oteri.
The extension onto TV builds on the success of this campaign, putting a plant-based spin on some classic dinnertime favourites including Spaghetti Bolognese and Tacos.
“MorningStar Farms is a category pioneer in plant-based foods in North America, and we’re excited to be at the front of a global market expansion into Australia.” Explained Kellogg Australia Senior Marketing Manager, Dan Bitti. “Almost half (49%) of the nation are considering eating more plant-based meals, but for most, they don’t know how to go ‘meat free. MorningStar Farms makes it easy to take your favourite midweek meals and ‘un-meat’ them,” added Bitti.
The two 15 second spots were shot in Melbourne with production company Moo Motion.
“We are delighted with the success of the MorningStar Farms campaign so far and being able to extend the campaign into TV will only help in convincing Aussies and Kiwis that going meat free doesn’t mean going taste free.” Said Sara Oteri, Executive Creative Director, Akkomplice.
The MorningStar Farms brand is new to Australia but has been sold for almost 40 years in North America, where it’s the number one plant-based burger and mince brand.
Client: Kellogg’s Australia
Senior Marketing Manager: Dan Bitti
Marketing Manager New Zealand: Joanne Doran
Senior Brand Manager: Sarah Hagarty
Executive Creative Director: Sara Oteri
Copywriter: Alf Lee
Account Management: Nicole Torrington
Production Company: Moo Motion
Director/DOP: Jono Cowan
Producer: Jake Weatherson
Media: Zenith Media
Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]
Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]
OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]
Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion (US$10B). Freshworks, which was founded in India, has strong roots […]
Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]