Australian Ninja Warrior drives brand consideration for Kellogg's Nutrigrain
To excite Australians about their brand message and provide exposure for their Brand Ambassadors, Kellogg’s Nutrigrain needed to integrate into a premium programming format. The aim of the partnership was to help promote Nutrigrain as a product that provides energy for any activity, and to generate brand awareness through a highly visible sponsorship.
Solution:
Show-stopping television series, Australian Ninja Warrior, presented an incredible opportunity for Nutrigrain. Multiple campaign elements were created to leverage the sponsorship effectively, including creating a TVC with clear brand messaging and using an ambassador related to Australian Ninja Warrior to help broaden sponsorship reach.
Execution:
Nutrigrain Ambassador and Ironman Matt Bevilacqua ran the Australian Ninja Warrior Season 4 course in Episode 1, accompanied by an integrated 60 second Nutrigrain branded backstory before the run began.
Nutrigrain Billboards and the Nutrigrain ‘Unstoppable’ TVC were strategically placed to align with the run, and the branded perimeter screen asset was set with Nutrigrain branding. This amplification was crucial in providing Nutrigrain with maximum integration and exposure.
Results:
BRAND AWARENESS
up 6% pts
(67% to 73%)
CONSIDERATION
up 17% pts
PREVIOUS 4 WEEK PURCHASE
up 8% pts
Source: Gemba brand health study 2020.