Kellogg’s tackles the body blues

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Pead PR has coordinated a new integrated, multi-agency women’s health campaign for Kellogg’s Special K which launched this week with local support from Pead, Mindshare and JWT Social.

The original TVC – now repurposed for NZ audiences – was produced by Leo Burnett Toronto.

The NZ campaign’s local feel will be boosted with the alignment with Women’s Health Action and influencer programmes.

Special K has embraced a “new attitude to transform itself” with the #OwnIt campaign – one of the most significant changes in the brand’s history, the Pead release says.

Women’s Health Action, a charitable trust with an aim of improving body image among young people, has partnered with Kellogg’s.

A series of influential women have also thrown their support behind the campaign, including radio host Kerre McIvor, international netballer Maria Tutaia, and former model and alopecia ambassador Anna Reeve. They’re now sharing their own body positivity stories on social media.

The marketing initiative in partnership with Women’s Health Action kicked off in NZ with the 60 second TVC during primetime network television this week. It also extends across digital platforms, search and social media to deliver an inspiring rallying cry for women to “own it all”.

Kellogg’s ANZ’s Tamara Howe explains the strategy behind the campaign: “Attitudes towards health and wellness have shifted dramatically in recent years, but there is still a degree of self-doubt that many women are grappling with,” she says.

“Our New Zealand study shows that seven out of 10 New Zealand women have an ‘I hate my body’ moment every single week. That’s way too many.

“The new #OwnIt campaign aims to counter that negativity. While we may not be able to eliminate self-doubt for women, we can be their ally in the fight against it by focusing on what women love about themselves and becoming an advocate for body confidence and inner strength.”

Special K has partnered with social change organisation Women’s Health Action whose body image programme aims at improving body image amongst young people.

Director Julie Radford-Poupard says: “As body positive activists and social change health advocates we are delighted to see Kellogg’s shift in advertising which now encourages women to feel good in their own skin.

“A campaign such as Special K’s #OwnIt can help create change on many levels as we know women absorb thousands of messages a day; most telling them they are not good enough. We hope the campaign will help bring more women closer to feeling truly comfortable in their skin, so they will be able to really reclaim joy in their lives.”

Pead says the Special K #OwnIt campaign was developed by Kellogg in Canada. It launched in September 2015 and has continued to spark conversation amongst Canadian women. It has been adapted for the Australasian market, following new proprietary research undertaken with both Australian and New Zealand women in early 2016.

Kellogg’s NZ’s Will Brockbank says the breakfast brand is embracing a new attitude to transform itself with the new campaign as one of the most significant changes in the brand’s history.

“The campaign is grounded in the insight that 72% of New Zealand women have an ‘I hate my body moment’ weekly. These moments can lead women to fixate on the negative, rather than focus on what they love about themselves and embrace diversity.”

“The #OwnIt story is being told across multiple channels and is designed to be disruptive, impactful and compelling — sparking an important conversation with New Zealand women,” says the Pead release.

Key campaign elements include:

  • Television: 18 April. Shortland St (TV2), One News (TVOne), The Bachelor (TV3)
  • Influencers: A series of well-known NZ women will be photographed in candid black and white images. Women involved include Silver Fern Maria Tutaia, transgender personality Mary Haddock-Staniland, body image blogger Meagan Kerr, Attitude Youth Award finalist Jess Quinn, former model and global alopecia ambassador Anna Reeve and radio host Kerre McIvor.
  • Broadening the conversation: Special K plans to share powerful images and ideas to get people talking about #OwnIt via a robust social media programme.
  • Organisation alignment: Special K has partnered with charitable organisation Women’s Health Action to be a unified voice on body positivity. They are working together to encourage New Zealanders to ditch the doubt and #OwnIt.

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