KELLOGG CANADA LOOKS GOOD MAKING ITS OWN TERMS
By Adnews Staff
Kellogg Canada of Toronto is launching an extension of its "Look Good on Your Own Terms" advertising campaign that broke in 1996. The campaign is for Kellogg's Special K Fibre. A re-formatted version of the ad campaign is also used in the U.S. For the first time in this campaign, Kellogg is using a real woman rather than an actor to draw more attention to its fibre cereal. The latest ad is the second in a series of Special K Fibre ads that promote positive body image. The spot asks viewers to "picture a 200 pound firefighter". That firefighter is a woman with the Toronto Fire Department. The spot contrasts the image of a 200-pound fire fighter with a happy, healthy woman. The ad was created by Leo Burnett Co. Ltd. and broke nationally earlier this week.