Kellogg kicks off multimillion-dollar Australian campaign push

Sarah Homewood
By Sarah Homewood | 30 January 2016

Kellogg, through its Special K brand, is launching a multimillion-dollar campaign that encourages women to own their flaws, ditch the doubt and focus on what they can change rather than what they can't.

The ad, which launched during the Australian Open Women's Final, is called #OwnIt and is an extension of the campaign the brand launched in Canada last year.

The ad has the same creative, however Kellogg conducted proprietary research to see if Australian women also suffer from body negativity. The study found that seven out of 10 women have an “I hate my body moment” every single week.

Kellogg Australia’s marketing director, Tamara Howe, told AdNews the brand wanted to take its messaging to a different place, and how the creative was received in Canada gave Special K the “courage” to roll it out here.

“It's scary that so many women in Australia are having those “I hate my body” moments and we really wanted to shine a light on the enemy that is self doubt, the fact that's getting in the way of what women want to achieve about being their best self,” Howe says.

“Part of the intent is to bring something quite different to Special K and reflect better that Special K is mirroring today's values of today's women.”

Special K has also partnered with body image experts Body Positive Australia, to bring to life a series of workshops throughout 2016 to support women with their “#OwnIt journeys”.

The campaign will launch on TV, however there will be several local activations across social and digital, as well as the brand has commissioned photographer, Toby Burrows, to take candid black and white-style photos of real women locally.

The campaign follows in the footsteps of other female-focused advertising such as 'This Girl Can' and 'Like A Girl', and Howe says more brands are now being more authentic when it comes to their refection of real women.

Special K is hoping to achieve that with this campaign.

“Brands having a strong voice is what's expected by consumers and shoppers today and that's what we’re all aiming towards,” Howe says.

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