Kellogg’s refreshes Just Right with Wunderman Thompson

11 September 2020

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The creative agency gave the popular breakfast cereal a new brand positioning.

Kellogg’s Australia has launched a new campaign for its latest product Just Right Fusion.

Wunderman Thompson Australia worked with the brand to develop the overall brand positioning, strategy and creative campaign for the new product.

Angela Morris, national chief strategy officer at Wunderman Thompson Australia, says 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,” Morris says.

The campaign, which launched September 6 across digital platforms such as BVOD and YouTube, includes a 15-second TVC and six-second bumper ads.

“Just Right Fusion is an innovative product for the category, so we wanted to launch it with a bold campaign,” says Lucie Wolstenholme, marketing director at Kellogg’s Australia, says.

“We are so excited to see how the product and campaign are received in market. Wunderman Thompson have been a great partner to bring this to life and we’ve enjoyed working with them from the beginning of this product innovation journey.”

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