Kellogg’s Australia Launches ‘Just Right Fusion’ Via Wunderman Thompson Australia

Kellogg’s Australia Launches ‘Just Right Fusion’ Via Wunderman Thompson Australia
SHARE
THIS



Kellogg’s Australia has launched a new campaign for its latest product innovation, ‘Just Right Fusion’, via Wunderman Thompson Australia.

The campaign highlights the intriguing new taste and textural experience that comes from the combination of crunchy granola and the light crispiness of cereal in one product.  Working in partnership with the Kellogg’s insight team, Wunderman Thompson Australia helped develop the overall brand positioning, strategy and creative campaign.

Angela Morris, National Chief Strategy Officer at Wunderman Thompson Australia said the historical Just Right promise of balance, captured by long-term brand tagline ‘Not too heavy, not too light’, no longer resonated with some key audiences.  Therefore, Wunderman Thompson had to resolve how to launch the new variant into this evolved and highly competitive breakfast market.

“Just Right Fusion is designed to appeal to the adventurous foodie, who is bored of the normal breakfast cereal tropes and is seeking something different. Which is why creatively our strategy is to be intriguing and a little off-centre,” she said.

Launching with a 15” TVC and 6” bumper ads, the campaign opens to a couple enjoying breakfast, both becoming increasingly taken with the idea of the unexpected fusion of granola and cereal, to the point where the couple starts to fuse together themselves.

Lucie Wolstenholme, Marketing Director at Kellogg’s Australia said: “Just Right Fusion is an innovative product for the category, so we wanted to launch it with a bold campaign. We are so excited to see how the product and campaign are received in market. Wunderman Thompson have been a great partner to bring this to life and we’ve enjoyed working with them from the beginning of this product innovation journey.”The Just Right Fusion TVC campaign launched Sunday September 6, with the campaign being rolled out across digital platforms including Broadcast Video on Demand and 6” YouTube bumpers from September 7.

Credits

Simon Langley, National Chief Creative Officer

Angela Morris, National Chief Strategy Officer

Steve Hey, Creative Group Head

Simon Koay, Senior Art Director

Carnelian Easton-Jones, Senior Strategist

Ana Lynch, Partner

Rebekah O’Grady, Engagement Manager

Gabe Hammond, Senior Broadcast Producer

Wunderman Thompson & Revolver/ Will O’Rourke 

Mark Bennett, Editor

Andy Clarkson, Colourist

Richard Lambert,  Visual FX Artist

Chloe Marshall, Post-Producer

Revolver/ Will O’Rourke 

Trevor Clarence, Director

Michael Ritchie, MD & Executive Producer

Pip Smart, Executive Producer & Producer

Nicole Crozier, Producer

Song Zu 

Sound engineer: Song Zu, Damian Enemark

Composition: Song Zu, Lance Gurisik

Media:

Zenith Media

Please login with linkedin to comment

Kellogg's Wunderman Thompson Australia

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]