For the first time in the brand’s 100-year history, Kellogg’s is uniting its subbrands, including Nutri-Grain, Coco Pops, and others, under a single Masterbrand marketing campaign brought to life via Bastino and featuring comedian Celeste Barber.
The integrated campaign is the first work from Bastion since winning the Kellanova creative and media account. It presents an unbranded teaser, to ‘owning’ reality TV via multiple program integration and sponsorships, to top and tail spots featuring ‘top’ hero paid assets and ‘tail’ behind-the-scenes social content (screened in programming), plus an influencer-led approach across screens and social and high impact OOH, PR and retailer media.
Client: Kellogg’s
Marketing Manager Core Breakfast – Natasha Sunderland
Senior Director Insights and Analytics – AMEA Region –Megan Carcano
Brand Manager Masterbrand – Larissa Oliver
Sales and Marketing Director Australia – Ben O’Brien
Media and Digital Lead ANZ – Adrian Mainey
Agency: Bastion
Group Chief Creative Officer: Simon Langley
Senior Creative: Chris Searle
Senior Creative: Harry Roth
National Chief Strategy Officer: Angela Morris
Managing Partner: Ana Lynch
Group Client Director: Katy Grey
Senior Client Manager: Sarah Chamberlain
Executive Producer: Carolyn Starkey
Junior Producer: Raquel Abi Ghosn
Studio Director: Sean Davitt
Online Editor: Ben Zemanek
Production Company: Revolver
Director: Fiona McGee
Executive Producer: Pip Smart
Producer: Serena Paull
Post: The Editors
Editor: Mark Burnett
Colourist: Scott Maclean
VFX: Soren Dyne
Sound: Rumble
BTS Sound: MassiveMusic
Casting: Citizen Jane
Stills: Harry Roth