Aussie women encouraged to Own It and feel Special

A new campaign will present a significant change in the history of Kellogg’s Special K as it tries to inspire realistic and positive change for women in getting fit and healthy.

#OwnIt is the new marketing initiative which kicked-off with a 60 second television commercial during the Australian Open Tennis Finals on 30th January, extended across digital and social media platforms to inspire women to own it all.

According to Kellog’s Australia Marketing Director, Tamara Howe, the strategy behind the campaign encourages women to ditch the doubt and focus on what they can change.

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

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 Australian market, following new proprietary research undertaken with Australian women in early 2016.

The Kellogg’s Special K #OwnIt program will be supported by a multi-channel integrated marketing, advertising, social media and public relations program. The #OwnIt story will be told across multiple touch points and is designed to be disruptive, impactful and compelling — sparking an important conversation with Australian women.


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