Kellogg’s

Kellogg’s unites iconic cereal brands in bold new campaign

For the first time in its 100-year history, Kellogg’s is bringing together its cereal brands under a single marketing campaign focused on ‘real nourishment.’

The ‘for real’ campaign, featuring comedian Celeste Barber, aims to challenge unrealistic eating trends and social media misinformation, instead promoting Kellogg’s new healthier cereals as a simple and nutritious breakfast option.

Ben O’Brien, Commercial Director at Kellanova Australia, said the campaign highlights the brand’s efforts to improve its products over the years.

“We felt it was time to speak up about the real nutrition in our cereals and the hard work Kellogg’s has been doing behind the scenes for years to innovate, renovate, and offer more better-for-you choices.”

The campaign showcases Kellogg’s latest product innovations, such as Nutri-Grain High Protein Crunch and multigrain Coco Pops Chocos, which reflect the company’s commitment to healthier options.

Angela Morris, National Chief Strategy Officer at Bastion, noted that breakfast misinformation has left consumers confused.

“There are so many mixed messages, myths, and mistruths about breakfast out there that people don’t know what to believe. It leaves them questioning the nutritional value of cereal.”

Simon Langley, Chief Creative Officer at Bastion, described the campaign as a fresh take on Kellogg’s offerings.

“The ‘for real’ idea is about surprising people with the truth about Kellogg’s in a way that’s unexpected, provocative, and breaks category norms. From the beginning, we knew Celeste would be perfect, and co-creating with her has resulted in authentic and engaging content.”

The campaign, developed by Bastion, includes a range of media strategies, from influencer-led social content to reality TV sponsorships and high-impact outdoor advertising.

Ana Lynch, Managing Partner at Bastion, praised the collaboration behind the campaign.

“This campaign is the result of true collaboration from so many brilliant people at Kellogg’s and Bastion, and of course, the incomparable Celeste Barber.”

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