Kellogg’s has revealed its first new brand platform in five years, partnering with integrated marketing and communications agency Bastion to launch a new campaign that follows the journey of Corn Flakes from Aussie farms to Aussie tables

The ‘Simple Goodness’ campaign is a significant milestone for Kellogg’s, coinciding with the brand’s 100th birthday. The celebrations are being held under the platform of ‘100 years of Good Mornings’, also developed by Bastion Agency.

“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,” said Angela Morris, Bastion’s National CSO.

The campaign sees Cornelius, who has graced cereal boxes in homes around the world since 1960, brought to life through CGI for the first time. This creative decision adds a fresh, modern twist to the brand’s long-standing tradition.

“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,” said Simon Langley, Group CCO Bastion.

The campaign rolls out across TV, OLV, digital, OOH, and social platforms.

“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,” added Leanne Bell, Kellanova’s Marketing Director.

Bastion Agency, with over 300 staff across Melbourne, Sydney, Canberra, Gold Coast, Brisbane, Los Angeles, New York City, Wellington, and Auckland, boasts a client list that includes Air New Zealand, Microsoft, L’Oréal, Unilever, Kellogg’s, Ferrari, Cancer Institute NSW, and Whittaker’s.

“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,” said Ana Lynch, GM Bastion.