Kellogg’s released documentary-style ads created by J Walter Thompson, featuring 10 groups of families and friends, who are fans of the cereal brand, debating the perfect breakfast bowl.
The unscripted video shows the different ways Australians enjoy their cereal – from Dane, who works on a crane and eats his Just Right while watching the city wake 30 storeys up, to Colin who’s been a fan of corn flakes for 65 years, and Annie Mation, a drag queen who loves her Rice Bubbles after doing a late-night show.
“Everyone has their own way of enjoying their Kellogg’s cereal. Whether it’s the topping they put on or the time of day they have it, it’s their perfect bowl – and why mess with perfection? We wanted to ignite debate amongst fans while celebrating the simple, universal joy of having a perfect bowl of one of Australia’s most loved cereals,” Tamara Howe, Kellogg’s marketing director, Australia and New Zealand, said.
“To have the opportunity to apply a television approach to casting an advertising campaign is really exciting. From bikers to baristas, school teachers to surfers, you name it, we saw it. The quality of our submissions was incredible, the final cast was whittled down from almost seven thousand respondents,” said Lucky Price, reality TV casting agent, who chose the Aussies for the ad.
“We wanted to show the genuine love Australians have for the brand, yet My Perfect Bowl isn’t just a campaign about cereal. It’s a portrait of contemporary Australia. Our goal was to not only find what unites and connects us, but to also celebrate how different and diverse we are,” Sinead Roarty, creative director, J Walter Thompson, Sydney explained.
She said the campaign targets consumers to talk about their kind of perfect bowl, by encouraging them to enter the debate using the hashtag #perfectbowl.
Kellogg’s My Perfect Bowl is an extension of a global campaign, which started in the UK last year. The 60-second TV is supported by online content, social and packaging.