Leo Burnett Australia wins Kellogg's Be Natural creative account

Be Natural is part of Kellogg's portfolio of brands. In Australia, Kellogg's lead incumbent agency is JWT. 

Leo Burnett will start work on the Be Natural account in August. The agency has been tasked with giving the brand a "fresh approach to its above-the-line marketing and driving greater relevance and familiarity with consumers". 

Be Natural's marketing manager Nik Scotcher said that Leo Burnett was able to demonstrate "the kind of thinking that makes you sit up and take notice", adding that he was confident the agency would be able to drive growth for the business. 

Originally a snacks business, Be Natural expanded its portfolio by launching a range of breakfast cereals made with natural ingredients in January 2011. With several new snacks and cereals launched since, the brand continues to benefit from the consumer trend toward natural foods.

“It’s a good day when you get a phone call from Kellogg’s asking you to be a part of their company," Todd Sampson, CEO, Leo Burnet Sydney told Campaign Asia-Pacific. Sampson added that the win was a culmination of the agency's growth plans. 

"“It’s important to carefully manage agency growth as blind growth and excessive ambition can be hard on a company and its culture," Sampson said. "Over the last four years we have been fortunate enough to grow at double-digit rates, and a big part of our plan—some would say wishful thinking—was to eventually have Kellogg’s as a client."