Special K joins forces with Australian fashion designer Kirrily Johnston to battle the ‘snack attack’ with new campaign via Tongue + JWT

In an Australian first for Special K, the leading snack bar and cereal brand has partnered with Australian fashion designer, Kirrily Johnston, to help arm women against their daily ‘snack attacks’.

The result of this unique collaboration is a limited edition designer handbag, complete with inbuilt snack pocket. Launching as part of Kirrily Johnston’s Spring/Summer 12/13 collection at Mercedes Benz Fashion Week Australia in Sydney today (30 April), the bespoke bag features a tailor-made, external snack pocket – a visual cue to help the 96 per cent of women who think about snacking each day, to prepare for their looming snack attack.

The two-tone bag made from soft calf leather in tan and Special K signature red suede features gold hardware as well as a handcrafted detachable key ring tassel and is valued at A$750. Fifty of the limited edition designer bags will be up for grabs to the general public through a competition on specialkfoods.com.au/handbag from today until 26 June 2012.

Prior to the bag’s fashion week debut, the campaign was brought to life through a consumer activation at Westfield Sydney where women were invited to weigh their handbags and share some of the more unusual items they carry with them. The event was filmed by Famous TV and Daily Life, with content syndicated across online platforms, as well as supported nationally through a radio partnership with Nova FM.

A print partnership with Pacific Magazines will launch immediately after the bag’s reveal, including advertorials that play on the ‘unusual’ things women keep in their handbags, as well as educative tips on how to better prepare for snacking, or the ‘art of smarter snacking’.

The consumer experience continues with retail point-of-sale that uses handbag inspired creative.

In a first for Kellogg’s, this unique collaborative campaign does not feature the traditional use of TVC, but focuses on a fully integrated approach across online, print, radio and digital platforms to educate women on the importance of preparing to snack. The campaign also relies heavily on a completely integrated public relations and publicity plan.

Says Kellogg’s Marketing Manager Nik Scotcher: “This is the first collaboration of its kind that Kellogg Australia has embarked upon. Snacking is an important part of any healthy diet but it has to be the right kind of snack and we know from research that Australian women are falling short when it comes to preparing a snack they can feel good about eating.

“So we decided to call upon one of Australia’s leading fashion designers Kirrily Johnston to create a bag that women will not only love but that will also act as a reminder for them to prepare for the right kind of snack every day.”

Tongue’s Executive Ideas Director, Jonathan Pease said of the new campaign: “This is a great example of the Special K brand starting a relevant conversation with Australian women about snacking. It’s always rewarding to work on a fully integrated idea that enables the audience to participate and make it their own.”

Client: Kellogg’s Special K

Account Manager: Louise Tran