GlobalAustraliaNew ZealandU.S.A.
20 March 2024

Kellanova launches a new brand campaign with Bastion’s first work for Kellogg’s® Corn Flakes. 

The delicious, iconic breakfast cereal has been delighting families for generations, and now Kellanova has launched their first new brand platform for Kellogg’s® in 5 years, with a campaign heroing Corn Flakes, the original cereal that first hit Aussie breakfast tables 100 years ago and is still loved around the world today.  

The new “Simple Goodness” campaign brings to life their iconic brand mascot Cornelius the rooster, in a charming tale of the journey of Corn Flakes from Aussie farms to Aussie tables.  

The creative challenge was to build contemporary relevance into a 100-year-old brand. Angela Morris, Bastion’s National CSO, explains: “Our strategy was to hero an enduring brand truth - Kellogg’s® Corn Flakes has always delivered deliciously uncomplicated goodness made with ingredients sourced from Aussie farms, and that’s more important to today’s consumers than ever.” 

Corn Flake’s iconic brand hero, the handsome rooster Cornelius, has been featured on cereal boxes in homes around the world since 1960. In a global brand first, Cornelius has now been brought to life through CGI for the very first time. 

Cornelius takes us on a delightful journey as he oversees Corn Flakes being made from Aussie corn and simple ingredients, before being enjoyed at Aussie tables.  

Simon Langley, Group CCO Bastion said: “It was a real honour creating this campaign. It’s not every day you get the opportunity to bring a such an iconic character to life for a brand like Kellogg’s® Corn Flakes. The talented team at Synctum and Filmgraphics have done a stellar job, and we couldn’t be happier with the result. 

The new brand campaign launches in Kellogg’s® 100th birthday year - which is being celebrated under the platform of ‘100 years of Good Mornings’, also developed by Bastion Agency.  

Leanne Bell, Kellanova’s Marketing Director said: “For 100 years, Kellogg’s® Corn Flakes has been made with corn sourced from generations of Aussie farming families. Our much-loved mascot Cornelius has been the face of the brand for nearly half its history. We’re thrilled to be bringing Cornelius to life, especially in our centenary year.”

Ana Lynch, GM Bastion said: “I am truly honoured to collaborate with this iconic brand once again. This new partnership is a testament to shared values and the enduring spirit of excellence that defines both our organisations”. 

The campaign is live across TV, OLV, digital, OOH, and social. 

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