Kellogg begins new All-Bran campaign
Kellogg Canada has begun a marketing campaign for its All-Bran cereal brand. The intent of the campaign is to change the perception of the brand from a breakfast cereal to a nutritious ingredient that can be used in various recipes. The campaign consists of advertising, public relations and in-store materials. The print and television ads use the creative theme of a box of All-Bran opening like a refrigerator or oven to reveal a meal idea. They use the tagline, "Good Things Come From All-Bran."
The effort includes recipes developed by chefs Craig Harding, Connie DeSousa and Alexandre Gosselin. Additional recipes will be developed by various Canadian food bloggers. Among other social media elements, the company has also launched a Pinterest page for All-Bran that will host these recipes. In addition, the brand's website at <http://www.allbran.ca> has been redesigned.
The campaign also include limited edition packaging, in-store displays, sampling programs and coupons. The brand will also sponsor the Canadian Breast Cancer Foundation KitchenAid Cook for the Cure initiative.
"Most of us know that fibre is important, yet we all struggle to get the recommended 25 grams of fibre we need daily to promote good health," said Natasha Millar, senior director of RTEC and beverages at Kellogg Canada. "In fact, many Canadians are only getting half of that amount. We've partnered with some of the top culinary talent in Canada to inspire Canadians to try something new and show them that nutritious, home-cooked meals don't need to compromise on taste or 'wow factor' when you add fibre."