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RXBar begins fitness promotion

Kellanova Canada, formerly Kellogg Canada, has begun a promotion for its RXBar line of protein bars. Developed by Rethink, the promotion makes use of a limited edition line of resistance bands called RXBands. When stretched, each band displays a code that can be redeemed for a fitness-related prize. Prizes include a box of RXBars, one of ten $250 Sport Chek gift cards, and the grand prize of an Apple Watch Ultra 2. The bands are being promoted with influencer activities involving Canadian fitness personalities. Media work is being handled by Starcom.

“When we thought about how many of us set new fitness goals every January, we saw a perfect opportunity to bring RXBar’s ‘No B.S.’ motto to life,” said Loretta Lau, group creative director at Rethink. “We wanted to make a simple solution to help consumers cut through the mountain of fitness tips and tricks, and encourage Canadians to reach their fitness goals in a way that rewards them for it, because it’s worth celebrating.”

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