Different Australians share how they eat Kellogg’s cereal in documentary-style ad
Kellogg’s has created a documentary-style campaign which features different Australians discussing how they prefer to eat their cereal, revealing just how diverse, and divisive, people’s tastes can be.
Created by JWT Sydney, the hero TV ad features a bikie, crane driver, gymnastics team, drag queen and scouts sharing what their perfect bowl of cereal is.
The ad aims to show genuine Kellogg’s fans as they debate the best way to eat cereal, whether it is with chocolate milk, orange juice or warm milk.
Good to see Kelloggs finally cast people that aren’t rake thin actors.
Interested in know whether that was a conscious decision to feature people who are plus-sized?
If the strategy is igniting debate amongst fans, it’s flawed, as you’re preaching to the converted. In this case the strategy to grow that this ad serves would be trying to up the AWOP or interpurchase interval.
The key issue not being addressed here is the decline in the category…. so this campaign isn’t doing anything to recruit new users by ‘igniting a debate amongst fans’
If you want to have a look at how to really ignite a debate – take a leaf out of P&G’s books with their Gillette work last week….
No mention of the awkward fact a different agency network created the campaign. JWT should mention this is an adapt https://www.campaignlive.co.uk/article/kelloggs-corn-flakes-my-perfect-bowl-leo-burnett/1420034