Kellanova has launched the first brand platform for Kellogg’s in five years, with a campaign heroing Corn Flakes.
The new ‘Simple Goodness’ campaign, created by Bastion, brings to life the brand mascot Cornelius the rooster, in a tale of the journey of Corn Flakes from Aussie farms to Aussie tables.
Angela Morris, Bastion’s national CSO, explained the creative challenge was to build contemporary relevance into a 100-year-old brand.
“Our strategy was to hero an enduring brand truth – Kellogg’s Corn Flakes has always delivered deliciously uncomplicated goodness made with ingredients sourced from Aussie farms, and that’s more important to today’s consumers than ever.”
Cornelius has been featured on cereal boxes in homes around the world since 1960. In a global brand first, Cornelius has now been brought to life through CGI for the first time.
The campaign sees Cornelius going on a journey as he oversees Corn Flakes being made from Aussie corn and simple ingredients, before being enjoyed at Australian dining tables.
The brand campaign launches in Kellogg’s 100th birthday year – which is being celebrated under the platform of ‘100 years of Good Mornings’, also developed by Bastion Agency.
Leanne Bell, Kellanova’s marketing director, said: “For 100 years, Kellogg’s Corn Flakes has been made with corn sourced from generations of Aussie farming families. Our much-loved mascot Cornelius has been the face of the brand for nearly half its history. We’re thrilled to be bringing Cornelius to life, especially in our centenary year.”
The campaign is live across TV, OLV, digital, OOH, and social.
Credits:
Client: Kellanova
• Marketing Director: Leanne Bell
• Group Marketing Manager: Irene Anast
• National Marketing Manager: Natasha Sunderland
• Brand Manager: Demi Di Stefano
Agency: Bastion
• General Manager: Ana Lynch
• Group Chief Creative officer: Simon Langley
• National Chief Strategy Officer: Angela Morris
• Group Client Director: Katy Grey
• Head of Production: Jacqueline Archer
• Lead Senior Producer: Niki Bentley
• Creative Lead: James Gillespie
• Creative Lead – Copy: Lewis Farrar
• Senior Client Manager: Kirsty Wootton