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Nutri-Grain targets teens

nutrigrainNutri-Grain has launched a new content led campaign that sees the cereal brand remove its iconic ‘Iron Man Food’ tagline.

Nutri-Grain’s new campaign, created by JWT Sydney in conjunction with partners, Finch, Mindshare, Liquid Ideas, and VML, is targeted at teenagers and centres around ‘unstoppable’ individuals.

Each 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”.

The campaign spans long and short form content, supported by TVCs, digital, online, PR, and social executions. The campaign’s core content was created by JWT and independent production company Finch.

The first ‘unstoppable’ hero in the content series is Brazilian Derek Rabelo, who despite being blind, has learnt to surf.

John Broome, marketing director at Kellogg, said: “This is an important piece of work for Kellogg.  JWT 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.”

Angela Morris, executive planning director, JWT, said: “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,” Morris said.

The first content piece which launched on Thursday is supported by a range of pre-rolls, on pack activity, and a TVC which goes live on Sunday, February 25.

Social activity will also be undertaken by VML to drive awareness and generate discussion among teens using the hashtag #liveunstoppable.

The campaign launch coincides with the release last week of a national study by Nutri-Grain in conjunction with ReachOut.com, which showed that Aussie teens are great at setting goals – they just have a lot on their plate and need some support and inspiration to achieve them.

According to the findings, one in five Aussie teens (19 per cent) said there’s nobody in their lives who inspired them and only 45 pe rcent said they’re optimistic about their future.

To accompany the TV and digital launch, Nutri-Grain is also holding a major event at Manly from 12-15 February as part of its sponsorship of the Australian Open of Surfing (AOS).

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