Kellogg's asks Australians 'Is your gut fibre fit?' in newly launched campaign via Akkomplice

FibreTVCstills3_Kellogg (1).jpgKellogg has kicked off 2018 with the launch of a new portfolio campaign 'Is Your Gut Fibre Fit?' via Akkomplice.

The campaign challenges Aussies to get fibre fit and feed the good bacteria in their gut with grain fibre from a bowl of cereal.

FibreTVCstills5_Kellogg (1).jpgDemonstrating the important role grain fibre plays in feeding the good bacteria that live in our guts, the new campaign highlights how easy it is to get your fibre fix with a bowl of one of 17 delicious cereals fromKelloggFibreTVC_2018.jpg the Kellogg portfolio.

A range of Aussie faves including Sultana Bran, All-Bran, Special K and Just Right are showcased in the dynamic campaign, which lands at a time when gut health is fast becoming a hot topic.

With almost half of the company's portfolio a source of, or high in fibre, tucking in to a bowl of tasty cereal is both an easy and affordable way for people to help their good gut bacteria thrive.

'Is Your Gut Fibre Fit?' kicks off this weekend with a tummy tapping, musical inspired 30-second TVC. The campaign will extend across on-pack, in-store, digital platforms, search and social media in the coming weeks as Kellogg calls on Aussies to get their fibre fix and start supporting their gut health, one bowl at a time.

Says Tamara Howe, marketing director, Kellogg Australia & New Zealand: "We have been in the fibre business for decades, but perceptions about fibre's role in health have been stuck in regularity. Knowing that the fibre in our foods helps to support overall gut health, we needed to disrupt this dated perception and get people thinking differently about the role of fibre.

"Gut health is a hot topic at the moment, and 'Is Your Gut Fibre Fit?' taps into that insight and offers the easy solution of a bowl of cereal in the morning to get our tummies in tune through an energetic, bright and fun campaign."

The integrated, multi-agency campaign was created by Akkomplice, lead creative agency, with media strategy and placement by MindShare and public relations by Edelman.

Says Kenny Hill, creative director, Akkomplice: "Winning the business and partnering with the Kellogg team has been a great start to the year for us. With this campaign we're trying to turn around entrenched perceptions for something potentially quite complex, so the key to success was to keep it simple, fun and universally engaging. We're excited to see this come to life for Kellogg's and hope it brings a lot of success in market."

Key campaign elements include:
Television: the campaign will be supported by both 30 and 15 second TVCs running nationally on free to air channels 7, 9, 10 and Pay TV.
Digital - OLV will also run across YouTube and Programmatic as well as content partnership with 9Honey.
Social & online - full content strategy across Facebook, Instagram and on the website giving consumers the opportunity to learn more about their gut health through key articles and the Good Gut Score quiz.

Client: Kellogg's Australia
Kellogg's Australia & New Zealand Marketing Director: Tamara Howe
Kellogg's Portfolio Manager - Power Brands: Janine Brooker
Kellogg's Brand Manager - Sultana Bran: Chelsea Xu

Agency: Akkomplice Group Australia
Creative Director - Kenny Hill
Agency Producer - Robbie Kowal
Project Management - Alex Krawczyk

Production Company - The Producers
Director/DOP - Mitch Kennedy
Producer - Victoria Conners
Post Production - The Post Lounge
Music - We Love Jam Studios

Media: Mindshare
PR: Edelman


#EatingPopCorn said:


Jummy said:

This is bad
Kenny Everett used the be a suit
Now a creative
Stop it now, please

Kenny Hill said:

Wow, bitter much? Are you getting enough fibre?

You’re entitled to your opinion. Many don’t and won’t agree and I’m sure many will. That’s fine. We’re really proud of this and our client is thrilled with it. Anyone who has worked with Kellogg’s will know that their rigorous pre-testing is not for everyone, but the process of bringing this work to life was a joy from start to finish - and the clients, crew and everyone involved have been wonderful. Having seen the pre-test results, I’m confident it’s gonna sell a ****-load of cereal, so a job well done, I’d say.

But here’s the thing. To get this work to air we first had to pitch against some very stiff competition. For a little start up like ours to beat the big guns is a Very Big Deal. Seeing your petty, snide and intentionally cruel comment on the eve of the work going live could be disheartening, but it’s only strengthened my resolve to keep doing what I do.

But you go beyond critiquing the work, into the personal - presumably intending the mention my time as a “suit” as an insult. Yes, I was a suit. Know what? I was also a lifeguard; hotel receptionist; cocktail waiter; shop assistant; and even, very briefly, worked in the Disney Store (now, that was a bloody tough gig, I can tell you!) and before all that I had my first job delivering newspapers.

I was a suit. And sometimes I loved it. Sometimes not so much. Sometimes I was great at it. Sometimes not so much:-) But creative work is not new to me. I’ve always been closely involved with the pointy end of the work and been invited by creatives of all levels to collaborate in the development of their work (and yes, also been asked to back the f-off when overstepping the mark with “helpful suggestions” ). I’ve been lucky enough to work with some brilliant people and learn a lot along the way, and at EVERY agency I’ve worked in, creative work of mine has been produced. From print copy to posters, radio and TV scripts, you name it... my ideas have been bought. In fact, my first big TV script – when a “suit” – was personally chosen by Isabella Rossellini and shot by a remarkable director. That was nice.

And Kenny Everett? Haven’t been called that since the playground. But wow! A maverick creative genius who subverted the establishment from the inside by stepping out from the conventional rules of his occupation. I’ve a lot to live up to!
So now, here I am after 20 years of working at brilliant agencies, learning from amazing talent, I’ve got my own shop. It’s going really well and our clients are seeing great results from our work.

So, I won’t stop. Not for you.

To anyone else reading this who wants to venture out and build something new, I say go for it! It’s hard work, but it’s very rewarding. Don’t let snide comments from bitter trolls like this put you off.

Kenny, Kenny what have you done? said:

Everyone involved in this needs to go back to being a lifeguard/receptionist/cocktail waiter etc.

Cannes said:

Step aside W&K and Nike - Kenny and Akkomplice are coming through!

Hold your nose said:

More fibre required in Kenny's gut perhaps?
This turd is soft and stinky

What's with the hate? said:

Sure, its cheesy creative idea.

I'm sure it was a tight budget, but it feels like all the money went onto the screen.
It was shot well, decent casting. All round good effort and delivers on point.

Kenny, nice one for posting under your name too.

Michelle Obama said:

When they go low, tell em to go ____ themselves.

cd2s.creative said:

Nice one. Congrats akkomplice!

James B said:

Welcome to the blog Kenny.

We work in a subjective business as you know so if you don’t like people being honest and telling you the work you’ve made sucks then don’t try and promote it. The only reason this work would trouble the judges would be to give them a migraine.

Sure big clients are hard to do good work for but this is well below good.


Missing the point said:

I think what he said was criticise the work all you want, but leave the personal attacks and name calling out.
Kudos for calling out the haters.

Trap for junior creatives said:

Hey Kenny, I know you’re new to this creative thing and therefore considered quite junior, so you need to remember that just because it passes “their rigorous pre-testing” doesn’t mean it will “sell a ****-load of cereal”. Once you’ve been doing this creative thing for a while, you’ll realize that some of the best campaigns of all time failed this research you speak so highly of. Look up ‘ad of the century in the UK‘ Guinness Surfer. Failed miserably. And I know which spot I’d rather have on my reel.

James B said:

Welcome to the blog Kenny.

We work in a subjective business as you know so if you don’t like people being honest and telling you the work you’ve made sucks then don’t try and promote it. The only reason this work would trouble the judges would be to give them a migraine.

Sure big clients are hard to do good work for but this is well below good.


Jack Sparrow said:

As much as this work gives me tummy pain I don't think you can solely blame the creator. At the end of the day, it's the clients that drive this. They're more than happy with 'good enough', and as much as they ask for 'great', they're too scared to back it. Most of the time 'great' bombs in research. So 'good enough' always gets made. To give this brand a real shot at greatness you'd have to reengineer the process – good luck with that.

Giles Clayton said:

I feel the need to remind everyone that we make ads, not art. Kenny pitched for this bit of business and won it. Kenny got paid. The other agencies didn't. Go Kenny!

Bodily fluids said:

Kellogg's can go suck a spoon. Bogans extraordinaire who wouldn't know a good idea if they regularly shat it. Any contact with those rejects will destroy your soul. Working on that account made me realise what an intellectually and morally shabby company they are.

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