KELLOGG BEGINS ALL-BRAN PROMOTION
By Adnews Staff
Toronto-based Kellogg Canada began a promotion called the Kellogg's All-Bran Two Week Challenge at a celebrity chef event hosted by the company yesterday. The national initiative will encourage Canadians to increase their fibre intake using half a cup of All-Bran cereal each day for two weeks. At yesterday's event, hosted by actor William Shatner, Michael Bonacini of Oliver Bonacini Restaurants and Susur Lee of the Susur restaurant competed to produce meals that contained half a cup of the cereal. Shatner will also appear in television commercials for All-Bran, created by Leo Burnett of Toronto. The four-week campaign, in which Shatner moves in with a couple for two weeks to lead them through the challenge, will break on Monday. French-launguage ads using Quebec actor Donald Pilon will air in Quebec. Packaging promotion will begin in mid-August. Public relations from Media Profile of Toronto, a Web campaign and in-store merchandising are also being used.