Special K x AFLW

Fully integrated sponsorship program, content, PR, consumer and trade promotion

Special K were a foundation sponsor the AFLW as part of a strategy to empower women and girls to pursue their dreams. The team came to us seeking to attain more value from the sponsorship and unlock its full potential. We renegotiated the contract with the AFL, securing additional media value across both AFLW and Channel 7 platforms, as well as creating the Special K Play of the Day, a distinctive asset within the broadcast that reminded viewers of the partnership.

Two women in sports jerseys sitting on steps outside a house, holding bowls of cereal, with a box of Kellogg's Special K and a football nearby, surrounded by plants.
Two female athletes in sports uniforms standing in front of a green background, one holding an Australian football and the other holding a bowl and a box of Special K cereal.

Key to the program’s success was leveraging hard outside the game’s sport specific channels. Brand ambassadors created their own recipes, and we brought to life the compelling stories of our ambassadors and their fans. AFLW super star Moana’s Hope emotive story of inspiring a young fan gained massive earned media results across all channels.