Kellogg’s Australia has worked with Melbourne-based independent agency Akkomplice to create a striking outdoor campaign for Pringles.

The work supports the Australian launch of a new mini version of Pringles, sold in multi-pack bags and sees the agency given responsibility for the brand’s first locally created campaign from owners Kellogg’s.

Kellogg Australia & New Zealand marketing director, Tamara Howe said: “The campaign from Akkomplice and MindShare is fresh, bold, fun and engaging.

“That’s exactly what we are looking for when it comes to the iconic Pringles brand.

“We are committed to TV as a medium for its impact and reach, but this is the ideal approach to launch this particular line within our portfolio of brands.”

Pringles joins other Kellogg’s projects (including the recently launched Fibre-Fit TV campaign), Sirena Tuna, Almo Milk and Madame Flavour Tea in the stable of FMCG clients working with Akkomplice, with another high-profile win expected to be announced shortly.

Akkomplice founder Kenny Hill said: “With so much uncertainty in the economy and our industry right now, it’s great to be firing on all cylinders and being asked by such high-profile and established brands and businesses to work with them on new projects.

“We love ambitious clients who have special projects, opportunities or initiatives that need agile, focused solutions as a break from the ‘business as usual’ approach.”

Aside from in-store and social media, the launch is being promoted to consumers throughout of home channels, via Kellogg’s media partner MindShare, with a comprehensive mix of APN Showcase, Adshel Street Furniture and Rail Panels and Moove Media Supersides.