Kellogg Canada begins Weight Maintenance Challenge campaign
By Adnews Staff
Kellogg Canada has begun a new campaign in support of a promotion called the “Special K Weight Maintenance Challenge.” The initiative, which began on May 29, encourages consumers to maintain a healthy body weight with exercise and a balanced diet for one month. The four television commercials will run for four weeks. The ads feature Carson Kressley, co-host of the television series “Queer Eye for the Straight Guy.” In the first ad, Kressley describes the challenge to two women in a changing room. In the second, he checks on their progress in a restaurant. In the third, he meets them again in a park. In the final ad, in the changing room again, one of the women displays her figure in a new dress. The campaign was created by J. Walter Thompson with public relations support from Apex Public Relations.