Kellogg breaks new All-Bran campaign
Kellogg Canada of Mississauga has begun a new advertising campaign for its All-Bran cereal brand called "Breaking the Rules." The campaign focuses on the flavour of the product as well as its nutritional value. The intent is to change public perception of the brand and broaden its appeal to millennial-aged consumers.
The marketing campaign includes a television commercial, television product placements, online videos, social media activities, new packaging, in-store materials, shopper and sampling programs, and public relations. The campaign will run until the end of the year. It was developed by Leo Burnett, with media work from Starcom Mediavest Group and public relations by Strategic Objectives.
"Our goal with the new campaign is to prove to health conscious Canadians that, far beyond just supporting digestive regularity, a healthy, high-fibre cereal like new Kellogg's All-Bran Multigrain Crunch can actually taste really good," said Natasha Millar, a senior director at Kellogg Canada. "By combining humour with rebellious creative, a delicious new cereal, and eye-catching packaging in-store, All-Bran is on its way to connecting with a broader range of Canadians, including millennials, to demonstrate that topping up their daily fibre is now as tasty as it is healthy."