Nutri-Grain aims to inspire teenagers to overcome adversity in new content-led campaign

Cereal brand Nutri-Grain has launched a content led campaign targeting teens which aims to reposition the brand from ‘Iron Man Food’ to a brand which celebrates individuals who live unstoppable lives.

Created by JWT Sydney in conjunction with partners Finch, Mindshare, Liquid Ideas and VML, the campaign tells the stories via long form and short form content of people who have overcome adversity to achieve something great.

Kellogg head of breakfast Will Brockbank told Mumbrella: “The objective is to bring these stories to life through both long form and short form content. Stories of extraordinary people who have overcome huge adversity in their life to achieve extraordinary things. To inspire teens to get out there and achieve some of the objectives they are setting themselves.”

The first ‘unstoppable’ hero in the content series is Brazilian Derek Rabelo, who despite being blind, has learnt to surf.