Kellogg Canada resumes All-Bran Challenge campaign
By Adnews Staff
Kellogg Canada has begun a third iteration of its Kellogg's All-Bran Two Week Challenge. During this initiative, actor William Shatner will spend two weeks at an accounting firm in the position of receptionist and "Managing Director of Making Fibre your Friend." He will lead the staff of the company through two weeks of increased fibre intake intended to make them "feel batter." The campaign this year will also promote two new products: All-Bran Bars and All-Bran Strawberry Bites cereal. "We know that Canadians are only getting an average of 14 grams of fibre per day" said Christine Lowry, vice-president of nutrition and corporate affairs at Kellogg Canada. "We hope to increase awareness and motivate people to add more fibre to their diets by providing them with tasty and portable options." The ad campaign was created by Leo Burnett. A series of four television commercials will run for one week each in English Canada. The first ad broke on May 2. The challenge is also being promoted with special packaging, with in-store and Web-based materials, and with PR by Apex Public Relations.