Helping families win the battle of breakfast
Breakfast is a battleground. Parents are fighting for healthy food, kids are fighting for tasty food, and sadly everyone loses.
Recognising this tension and our unique ability to solve it, we create an integrated campaign positioning Sultana Bran as the breakfast that enables both sides to win.
Our film execution used the format of a UN negotiation to bring this truth to life in an entertaining way.
Our launch occurred during COVID-19 lockdowns throughout Australia, when every morning, the state premiers would appear for daily breakfast news conferences, constantly disagreeing with each other and causing lots of disharmony between states. This felt like the perfect opportunity for us to tap into the breakfast occasion, so we created full page press ads in each state's leading newspaper.
We even created a reversible pack that had a healthy 'Sultana BRAN' side for parents and a tasty 'SULTANA Bran' side for kids, then promoted them as if they were two different products.
