TORONTO'S UNION STATION COMMUTERS WAKE UP TO BAKES
By Adnews Staff
Toronto-based Kellogg Canada has teamed up with TDI Canada to become the first advertiser to dominate Toronto's Union Station. "Station domination" was introduced by TDI, which became the Toronto Transit Commission's exclusive transit advertising representative January 1, 2000, to provide a sponsorship environment and event venue for marketers. Kellogg's four-week advertising effort is supporting the launch of its Nutri-Grain Bakes snack bars and will include every inch of ad space in Union Station including station posters, vertical posters, backlit signs, wallscapes and floor graphics. Six new ads, designed by Leo Burnett of Toronto, focus on the theme "Granola getting to you? Wake up to Bakes." The "station domination" campaign is part of a multi-media program that also includes television, radio and print advertising. Kellogg's will also introduce a sampling program and entertainment to run at peak travel times in Union station in an effort to support the station advertising. Nutri-Grain Bakes are available in three varieties including raisin spice, banana bread and harvest appeal. The bars are made with real fruit and whole grain oats and are being targeted to active adults, who are starved for time.