Kellogg's - Nutri-Grain
Unstoppable / J. Walter Thompson Sydney
Iconic cereal brand Nutri-Grain announces the launch of a new content led campaign, targeting teens. Created by J. Walter Thompson Sydney in conjunction with partners Finch, Mindshare, Liquid Ideas, and VML, the campaign repositions the brand from 'Iron Man Food' to launch a powerful, belief-based brand purpose which celebrates individuals who live unstoppable lives.
The campaign spans long and short form content, supported by TVCs, digital, online, PR and social executions. Reflecting the insight that teens want to live full lives – but are increasingly held back by emotional, social or physical barriers that stop them following through – the campaign’s core content was created by J. Walter Thompson and independent production company Finch.
Centred around ‘unstoppable’ individuals, each inspiring story showcases the Nutri-Grain brand values of courage, strength and determination, and dramatises a new brand belief that 'the only limits are those you place on yourself’.
John Broome, marketing director at Kellogg, explains: “This is an important piece of work for Kellogg. J. Walter Thompson have created a new strategic and creative platform, which delivers a major foray into branded content. Nutri-Grain is a power brand that needs to stay relevant to teens, so we wanted to inspire them by bringing to life powerful stories of individuals who have shown courage, strength and determination – even in the face of adversity.”
The first ‘unstoppable’ hero in the content series is Brazilian Derek Rabelo, who despite being blind, has learnt to surf. The story of how Derek refused to be held back – from dreaming as he listened to the waves, to the reality of surfing the legendary and extremely dangerous Pipeline break in Hawaii – is the subject of the campaign launch executions in both long and short-form content pieces. They also revealed Derek’s latest challenge as he takes up the intensely challenging sport of downhill skateboarding. More ‘unstoppable stories' are in production and will be live over the coming weeks.
J. Walter Thompson Executive Planning Director Angela Morris says: “It’s a big responsibility to reposition an iconic brand and Nutri-Grain needed to reconnect with an audience that’s been pretty indifferent to cereal advertising. Moving to a belief based platform gives the brand reason and right to shift away from talking at them from the breakfast table and instead to have a more meaningful and relevant dialogue in the teen's world.”