Leo Burnett Sydney launches first work for Kellogg’s in a decade with Be Natural campaign
Leo Burnett Sydney has released its first work for Kellogg’s after breaking JWT’s stranglehold on the business in winter by winning the healthy cereal and snack brand Be Natural.
Leo Burnett last worked with Kellogg’s ten years ago, before the account was consolidated into JWT. Burnett won the business after a mini pitch with JWT, the brand’s marketing manager Nik Scotcher telling Mumbrella: “We were looking for some fresh thinking.”
The Be Natural campaign kicks of with outdoor, with PR, social media, digital, activations and experiential and film content to follow.
Ummmm but what’s the idea? “bold fresh new thinking” “reposition the product to differentiate it” “given the brand a higher order purpose” “injecting it with light hearted character”
That press release is so full of platitudes it suggests the work might not be very “bold or fresh” at all.
From the small sample viewable here, it’s looking quite generic to me.
It says ‘“The ‘More of the Good Stuff’ idea
I agree with the above. It’s pictures of fruit in orchards with a badly written headline. What’s original or bold about that? Would consumers buy this over Carmens? Not from this advertising.
boring. no idea. uggo.
What’s fresh about it? Showing off food porn for the Instagram generation?
The press release is far more ground breaking than the work.
Stale thinking.
I really love when Getty images and DaFont.com help out with the Art Direction.
Boring at best.
I think it’s stand out. Feels like Droga5 style planning, really modern art direction and a great line. This isn’t classic advertising, it’s futuristic! Something Droga6 might do! Well done to everyone involved.
..to see the TV.
My guess would be: orchards plus lens flares plus innocent wholesome kids plus knowing looks from Mum plus wheat fields plus range shot plus that line.
Plus the food enjoyment bit somewhere.
The important thing? Link says it’s good so everyone gets their bonus.
I don’t get what this unlocks, but it’s not creativity. It feels like the clients brief copied and pasted over images of food. As Geez said the press release has be crafted more and had more time spent on it than the work. Very average.