Ad Nut
Sep 11, 2020

Kellogg's gives new meaning to 'fusion' cuisine

A new two-in-one breakfast product brings a couple closer together in this fun spot by Wunderman Thompson for Kellogg's Australia.

Kellogg's gives new meaning to 'fusion' cuisine

This amusing TVC launches Kellogg’s Australia's new Just Right Fusion product, which combines granola and cereal. Wunderman Thompson Australia helped develop the overall brand positioning, strategy and creative campaign.

In a rare event, the agency's press release about the campaign is quite informative about the intent and creative direction, so Ad Nut is going to share some of it with you:

Angela Morris, national chief strategy officer at Wunderman Thompson Australia, said the historical Just Right promise of balance, captured by long-term brand tagline ‘Not too heavy, not too light’, no longer resonated with some key audiences. Therefore, Wunderman Thompson had to resolve how to launch the new variant into this evolved and highly competitive breakfast market.

“Just Right Fusion is designed to appeal to the adventurous foodie, who is bored of the normal breakfast cereal tropes and is seeking something different. Which is why creatively our strategy is to be intriguing and a little off-centre,” she said.

The campaign, which launched Sunday (September 6), includes the 15-second TVC above, and digital video including six-second YouTube bumpers.

Ad Nut would happily give Just Right Fusion a try, although it looks disappointingly light on nuts and seeds.

CREDITS

Simon Langley, National Chief Creative Officer
Angela Morris, National Chief Strategy Officer
Steve Hey, Creative Group Head
Simon Koay, Senior Art Director
Carnelian Easton-Jones, Senior Strategist
Ana Lynch, Partner
Rebekah O’Grady, Engagement Manager
Gabe Hammond, Senior Broadcast Producer

Wunderman Thompson & Revolver/ Will O’Rourke
Mark Bennett, Editor
Andy Clarkson, Colourist
Richard Lambert,  Visual FX Artist
Chloe Marshall, Post-Producer

Revolver/ Will O’Rourke
Trevor Clarence, Director
Michael Ritchie, MD & Executive Producer
Pip Smart, Executive Producer & Producer
Nicole Crozier, Producer

Song Zu
Sound engineer: Song Zu, Damian Enemark
Composition: Song Zu, Lance Gurisik

Media:
Zenith Media

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

Related Articles

Just Published

3 hours ago

Let your cricket do the talking; brand associations ...

Jacob's Creek recently announced the former Australian cricketer as brand ambassador. We caught up with him to learn more about how he approaches deals with brands, uses social media, and more...

3 hours ago

'More than a cyclical recovery': WPP Q3 growth ...

Share price rises close to its highest level since pandemic.

10 hours ago

Creative Minds: Ariel Chen takes the 'road of no ...

We get to know the group creative director at BBDO Shanghai through her answers to 11 questions. Learn about how she got into advertising, why she ascribes to the 'Underachiever's Manifesto', and the secret talent that helps her stay happy.

10 hours ago

LG Signature takes inspiration from Sydney Dance ...

INSPIRATION STATION: Who wouldn't be awed by these amazing photos of dancers in action? LG's new pact not only supports the company but gives select customers the chance to learn from the best.