Kellogg begins Special K campaign
By Adnews Staff
Kellogg has begun a new campaign for Special K cereal to promote the inclusion of an exercise ball or one of two Stott Pilates instructional DVDs in specially-marked boxes. The campaign is aimed at women who have made New Year's resolutions to become more physically fit. The campaign consists of a national 30-second television commercials and four radio ads airing in the Toronto area. The creative depicts women using the ball to exercise in a variety of unusual places. One scene in the TV commercial shows a row of cashiers at a grocery store performing synchronized exercises while checking out customers. The campaign, which will run through January, was developed by J. Walter Thompson of Toronto. "Resolutions are some of most difficult commitments to keep, so we wanted to highlight how the Special K Toning Ball can be worked into typical, day-to-day activities," said Carolyn Bingham, group account director at the agency. "The Special K brand encourages a simple, straightforward approach to eating well and exercise, which is why we wanted to make a strong connection between the product and healthy living." This is the third consecutive year that the agency has handled this campaign for Kellogg. French-language adaptation of the TV ad was performed by Enterprise-JWT of Montreal.