Kellogg’s Special K, the popular cereal brand that has been part of Aussie breakfasts for generations, has launched a new brand platform aimed at celebrating individuals and communities doing health their own unique way.
The ‘Free Your Special’ platform and campaign, developed by Leo Burnett Australia, provides an antidote to the complexity and pressure of healthy living, often focused on perfection – burdening people’s already busy lifestyles.
In reimagining Special K for a new world of wellness, the campaign aims to appeal to women and men who prioritise a way of life that works for them.
The launch creative spotlights surfing, one of the fastest-growing sports for women in their 20s and 30s. Casting real people and representing diverse body types was crucial in supporting the theme of celebrating individuality and living authentically. The campaign will continue to celebrate all kinds of active and ‘special’ pursuits, highlighting Special K’s versatility as a nutritious breakfast that can be customised with a range of delicious toppings.
Nicole Zahran, brand manager at Kellogg Company, said: “Special K is a renowned brand, and we’ve recognised its potential to continue to evolve in today’s world. We’re passionate about empowering Aussies to spend time doing whatever they love. Our consumers are what makes this brand extra special, and we want to celebrate and share their stories. Special K provides a fantastic nutritional base for people to customise however they like.”
James Walker-Smith, general manager Sydney at Leo Burnett, added: “We needed to find a new voice and way to evolve the Special K brand to be more relevant in Australia today. Working in close collaboration with the Kellogg’s team, we’ve built an enduring platform with a fresh way to show up, making clear that health and wellness doesn’t have to be complicated or challenging”.
Bec Johnson-Pond, group creative director at Leo Burnett, said: “Free your Special is about doing what feels good to you and being more real in everything you do. No more celebrating perfection. Instead, we’re all in on celebrating whatever is special to our audiences. We’re starting with non-traditional surfing, but the platform is built to easily tell different stories, and we’re looking forward to doing more of this in the coming months.”
The campaign launches across TV, BVOD (Broadcaster Video On Demand), OLV (Online Video), OOH, influencer and social media platforms.
Leanne Bell – Marketing Director
Jo Doran – Marketing Manager, Growth Channels
Nicole Zahran – Brand Manager, Adult Multi-Ingredient
Catherine Costa – Insights Analyst
Miranda Holmes – Head of Insights & Analytics
Creative Agency: Leo Burnett Australia
Andy Fergusson – National Executive Creative Director
Bec Johnson-Pond – Group Creative Director
Stacey Karayannis – Associate Creative Director
Rosie Stone – Associate Creative Director Dinah Pollard – Conceptual Designer
Abbie Dubin-Rhodin – Senior Strategy Director James Walker-Smith – General Manager Andrew Thistlethwaite – Head of Business Management
Gemma Cox – Group Business Director
Cece Chieng – Business Director
Justine Dooner Executive Producer
Director: Zoe McIntosh
Production Company: The Sweet Shop
Executive Producer: Greg Fyson
Producer: Emma Lawrence
Music & Sound: Bang Bang Studios
Post Production: The Editors, Prodigious
Photographer: Chris Searl