KELLOGG BEGINS SECOND ALL-BRAN PROMOTION
By Adnews Staff
Kellogg Canada began a second iteration of a promotion called the All-Bran Two Week Challenge yesterday. The initiative, which first ran last summer, invites Canadians to increase their fibre intake with half a cup of the cereal daily for two weeks. The effort began with an event attended by spokesperson William Shatner and a number of Toronto firefighters. The advertising campaign for this promotion will depict Shatner moving into a fire hall to lead a group of firefighters through the challenge. Four television commercials will run for one week each. The first ad will break week. Other marketing efforts will include packaging, in-store materials, Web materials and public relations. The advertising was created by Leo Burnett of Toronto. Public relations are being handled by Media Profile of Toronto. Last year's ad campaign showed Shatner moving in with a couple for two weeks.