Kelloggs Partners With Celeste Barber To Bring Influencer Parody To Life In New Campaign, ‘For Real’ Via Bastion [Video]

For the first time in the brand’s 100-year history, Kellogg’s is uniting its subbrands, including Nutri-Grain, Coco Pops, and others, under a single Masterbrand marketing campaign brought to life via Bastino and featuring comedian Celeste Barber.

The integrated campaign is the first work from Bastion since winning the Kellanova creative and media account. It presents an unbranded teaser, to ‘owning’ reality TV via multiple program integration and sponsorships, to top and tail spots featuring ‘top’ hero paid assets and ‘tail’ behind-the-scenes social content (screened in programming), plus an influencer-led approach across screens and social and high impact OOH, PR and retailer media.

Celeste Barber has brought her talent for parodying influencers to the ‘for real’ campaign which challenges eating trends and misinformation perpetuated on social media.

The campaign spotlights Kellogg’s latest ‘healthier’ variants including Nutri-Grain High Protein Crunch and multigrain Coco Pops Chocos.

“There are so many mixed messages, myths, and mistruths about breakfast out there that people don’t know what to believe. …