Kellogg’s, in collaboration with J. Walter Thompson (JWT) Sydney, is launching a series of new executions for the highly successful ‘Amazing Creations’ masterbrand campaign.

Originally featuring YouTube legend Zach King, the campaign has seen a significant sales uplift for brands featured in above-the-line media since first launching in 2016.

Live this week, the new executions comprise of two TVCs and one long-form video, drawing on the talents of Simone Giertz, a YouTube content creator known for building useless machines.

Her robots are put to work demonstrating how Kellogg’s Crunchy Nut and Froot Loops cereals can be mixed with other ingredients to create surprisingly delicious snacks.

Giertz flew in from her native San Francisco to work alongside the JWT team and PR agency Liquid Ideas to develop a myriad of content for social, digital and broadcast media.

Tamara Howe, marketing director for Australia and New Zealand at Kellogg’s, said the campaign is a huge opportunity to showcase how the company’s cereals can be enjoyed outside the traditional breakfast occasion.

“By sharing fun and delicious snacking ideas with our foods, we’re engaging with people who might not have considered using cereal in this way,” she said.

Simon Langley, executive creative director for Australia and New Zealand at JWT, said: “Simone’s charming personality and quirky sense of humour, combined with her highly entertaining snack machines, are the perfect vehicle to help reframe cereal within the snacking space.”

The two TVCs will be seen on free-to-air and pay TV from this week, supported by one long-form video, plus social video content, recipes and other supporting content.

CREDITS

Creative: JWT Sydney

Executive creative director: Simon Langley

Creative directors: Will Edwards and Chris Badger

Creatives: Will Edwards, Chris Badger, Anthony Campagna, and Jari Kennedy

Senior planner: Heather Morrison

Account handling: Ana Lynch, Chris Wilson, Jennie Esposito, and Ellie Sutton

Creative production director: Paul Friedman

Media: Mindshare

PR: Liquid Ideas