KELLOGG BEGINS KEEP IT SIMPLE PROMOTION
By Adnews Staff
Kellogg Canada has undertaken a new promotion called the "Special K Keep It Simple Challenge." The promotion encourages Canadians to participate in a healthy lifestyle plan involving a balanced diet, more activity and a journal of their progress. Consumers order the journal, which contains a meal plan and suggested activities, by mailing in a fee and two tokens from specially marked boxes of Kellogg's cereals. A new television commercial for Special K cereal has also been released. Created by J. Walter Thompson of Toronto, it depicts an array of diet books followed by a "Keep It Simple" message. The ad also invites viewers to try the cereal for a four-week period. Public relations for Kellogg Canada are handled by Media Profile of Toronto.