Kellogg’s, Bastion and Celeste Barber shake up breakfast

AUCKLAND, Today: For the first time in its 100-year history, Kellogg’s is uniting its iconic sub-brands, including Nutri-Grain and Coco Pops, under a single Master-brand marketing campaign. This strategy highlights the company’s renewed focus on delivering real nourishment.

The campaign features comedian Celeste Barber, who is known for her satirical takes on influencer culture. It challenges the unrealistic eating trends and misinformation prevalent on social media, advocating for Kellogg’s healthier cereals as a straightforward, nutritious breakfast option.

Kellogg’s new offerings, such as Nutri-Grain High Protein Crunch and multigrain Coco Pops Chocos, are showcased, reflecting the brand’s commitment to improving breakfast choices. The campaign also emphasises the significant enhancements Kellogg’s has made to its products over the past 15 years.

Angela Morris, Bastion National Chief Strategy Officer, discusses the widespread confusion about the nutritional value of breakfast cereals. She explains, “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.”

The campaign’s creative direction, led by Bastion Group Chief Creative Officer Simon Langley, presents a fresh perspective on Kellogg’s products. Langley notes, “The ‘for real’ idea surprises people with the truth about Kellogg’s in an unexpected, provocative way that breaks category norms.

“There are so many mixed messages, myths, and mistruths about breakfast out there that people don’t know what to believe.” – Angela Morris

“From the very beginning, we knew Celeste would be perfect, and co-creating with her has resulted in authentic and engaging content that is truly aligned to both brands.”

Celeste Barber’s involvement adds authenticity and engagement to the content, aligning closely with both her and Kellogg’s brands. This collaboration has resulted in a campaign that resonates well with audiences, providing a refreshing and relatable take on cereal advertising.

This comprehensive campaign marks Bastion’s first major project since acquiring the Kellanova creative and media account. It introduces an innovative, counter-category approach that includes unbranded teasers, reality TV integration, and a strong social media presence.

Ana Lynch, Bastion Managing Partner, praises the campaign as a true collaboration that marks the beginning of an ongoing Masterbrand journey for Kellogg’s. She states, “This campaign is the result of true collaboration from so many brilliant people at Kellogg’s and Bastion across media and creative, and of course, the incomparable Celeste Barber.

“It’s the first step in an always-on Masterbrand journey for Kellogg’s and a fresh and relatable way for the brand to set its story straight ‘for real’.”