Real Aussies Explain What Makes the Perfect Bowl of Kellogg's Corn Flakes
What do a mermaid, a bikie, a crane-driver, and a State gymnastics team all have in common? They all love eating a perfect bowl of Kellogg's cereal.
They also feature in a new Kellogg's campaign, created by J. Walter Thompson Sydney, launching this week.
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The cast was found by reality TV casting agent, Lucky Price, of The Block fame, who was engaged by J. Walter Thompson late last year to take to the street and social media to find true Kellogg's fans who would allow a crew into their homes - and bowls.Says Lucky: "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."
Says Sinead Roarty, creative director, J Walter Thompson, Sydney: "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."
She said the campaign also aims to get people across the nation talking about their kind of perfect bowl, by encouraging fans to enter the debate using the hashtag #perfectbowl.
Says Tamara Howe, marketing director, Australia and New Zealand, Kellogg's: "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."
My Perfect Bowl is an extension of a global campaign which kicked off in the UK last year. The 60-second TV is supported by a suite of 15-second spots and longer-form online content, social and packaging.
