Kellogg's Just Right has launched a new campaign, aligning the cereal product with Australian.
Launching last week, the “Another great Aussie understatement” campaign comprises of half-page and strips ads making parallels between Kellogg’s Just Right and Australiana, including landmarks, like the Great Barrier Reef and Blue Mountains, as well as culture, like snaggers on the barbie.
The campaign not only helps consumers make an association between the product and its Australian origins, it also feeds into the Australian psyche of playing down achievements, connecting with consumers on the level of Affinity and likability.
The campaign ran in metropolitan newspapers in multiple markets. It is also running outdoors.
View our light read 2011 Food newspaper, which aims to educate food advertisers about the power of newspapers to create big consumer appetites.
Also, check out our Creative Benchmarking research into the FMCG category, which shows how consumers engage with and act on newspaper advertising.