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Kellogg readies Escape the Nonsense promotion

Kellogg Canada is preparing a promotion called "Escape the Nonsense" in support of its Special K breakfast cereal brand. The initiative is part of the brand's ongoing "Own It" campaign aimed primarily at women and focusing on health. The new promotion makes use of a temporary installation in Toronto that encourages consumers to escape a series of themed rooms representing various diet and fitness fads. The installation will be open from Jan. 25 to 26.

"Canadian women have encountered a multitude of health and wellness fads over the years, yet have always intuitively known how to best fuel their body," said Christine Jakovcic, vice-president of marketing and nutrition at Kellogg Canada. "The Special K Escape the Nonsense pop-up empowers women to break through the health clutter and instead, trust their own instincts when it comes to their health journey and unleashing the potential that exists within."

The "Own It" campaign was developed by Leo Burnett, with public relations and influencer activities by Strategic Objectives and media work by Starcom Mediavest Group.

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