KRAFT'S SPOON SIZE SHREEDED WHEAT RETURNS TO ROOTS
By Adnews Staff
Toronto-based Kraft Canada is launching a new campaign for its Post Spoon Size Shredded Wheat cereal brand. The campaign, from Ogilvy & Mather of Toronto, uses humor to focus on the simplicity of the cereal. Kraft is returning to its "just wheat" slogan with three 15-second commercials that highlight the fact that the cereal contains no added salt, sugar or fat. The tagline is "all it is....is wheat." The English-only spots began running on March 20 nationally, excluding Quebec. Kraft is looking to target a younger audience with the new campaign, which will run from now until June and again from August to November.
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