Kellogg’s Nutri-Grain has launched a brand campaign in Australia to promote its brand message of ‘unstoppable’ in a larger than life way.
The campaign, created by Wunderman Thompson, builds on the existing Nutri-Grain brand platform ‘Unstoppable Stories’.
It features eight-time world BMX champion and two-time Olympian Caroline Buchanan alongside Rhys Kember, an Australian Pro freestyler BMX rider, telling their stories on how they overcame adversity.
For example, Buchanan’s BMX career began in 2003 when the then 13-year-old’s family home was destroyed by the bushfires only leaving her with a bike and a handful of trophies.
Undeterred, the BMX rider trained hard and earned her a world championship title six years later, followed by a further four mountain bike and three BMX titles.
In 2017, Buchanan had to draw on her inner strength and courage again when an off-road accident threatened her career. After 12 surgeries and 20 months of rehabilitation later, Buchanan is now getting ready to compete in Tokyo’s 2020 Olympics.
To showcase the athletic abilities of both riders, the campaign was filmed on a bespoke large-scale BMX track, with production agency Airbag working alongside Wunderman Thompson to build the three-story tall Nutri-Grain pack and larger than life props featured.
“As a brand that speaks to the strength in overcoming adversity, it felt natural for us to have Caroline Buchanan onboard as the first female ambassador in a Nutri-Grain commercial,” said Tamara Howe, the director of marketing and corporate affairs at Kellogg’s ANZ.
“Caroline’s story is filled with passion, grit and focused determination – a story that is synonymous with what Nutri-Grain stands for.”
Simon Langley, National Chief Creative Officer
Sinead Roarty, Creative Director, Sydney
Chris Searle, Senior Creative
Gabe Hammond, Senior Producer
Ana Lynch, Partner, Sydney
Chris Murphy, Engagement Lead
Rebekah O’Grady, Engagement Manager
Leo Woodhead, Director
Alex Tizzard, Executive Producer
Tamara Howe, Director of Marketing & Corporate Affairs, Kellogg ANZ.
Dan Bitti, Marketing Manager, Power brands
Suzanne Blake, Senior Brand Manager, Nutri-Grain
Nancy Daoud, Assistant Brand Manager, Nutri-Grain