Bastion Wins Kellanova's Creative Account Across Australia and New Zealand

Australasia’s largest independent agency, Bastion has secured the creative account for Kellanova, taking over from Leo Burnett and VML to become the consolidated creative partner for the much-loved Kellogg’s Breakfast and Wholesome Snack brands across Australia. 

This account expands on Bastion’s recent project celebrating Kellogg Australia’s 100-year milestone, marking a new era in the partnership. 

The appointment reflects Kellanova’s commitment to creating cohesive, forward-thinking brand narratives as it embarks on a period of transformation. 

“Kellanova is innovatively transforming its products, and we’re excited to deliver a bold, contemporary new creative approach to how they go to market in a way that will cut through and resonate with today’s consumers” said Simon Langley, chief creative officer at Bastion.

“Our integrated team’s ability to bring to life unique insights across all channels and formats will help Kellanova build stronger, long term brand connections.” 

“We bring a unique understanding of consumers, brands, channels and the category,” added Angela Morris, chief strategy officer. “Our proprietary insight-led approach and integrated strategy will help Kellanova leverage and build their brands to connect and compete more strongly than ever.

Ana Lynch, managing partner at Bastion, highlighted the significance of the relationship with Kellanova, stating, “We’re excited to continue this journey with Kellanova, guiding them through this transformative period with a cohesive strategic & creative approach thanks to a talented team with the skills and capabilities they need to deliver a stronger future.”

Ben O’Brien, commercial director at Kellanova Australia, said, “We are excited to deepen our partnership with Bastion as they become our lead creative agency for Kellogg’s brands in Australia and New Zealand. This decision is a testament to the strong work they have delivered, particularly as we celebrate Kellogg Australia’s 100-year milestone. We look forward to leveraging their creative expertise to continue building our brand legacy.”

The appointment and expanded remit are effective immediately, marking a defining moment not only for Bastion but also for the broader ANZ independent agency landscape showing that more and more clients are now more open to and supportive of independent partners who deliver agile solutions. 

The creative for Kellanova salty snack brands, including Pringles, continues to be led by Thinkerbell in ANZ.