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Kellogg breaks Special K campaign

Kellogg Canada of Mississauga has begun a new marketing campaign for its Special K breakfast cereal. The campaign, called "Own It," encourages women to focus on things in their lives they can change instead of things they can't change. It includes television, print and online advertising, as well as in-store materials and social media activities. The campaign is intended to move the brand away from its image as a functional diet product in favour of a more inspirational image. The creative will depict real women describing their own doubts and struggles in daily life.

"We know that attitudes towards health and wellness have shifted and the plan is to change how women view and relate to Special K," said Natasha Millar, a senior director at Kellogg Canada. "With the Special K #OwnIt program we are leading an important conversation around the power of body confidence and inner strength. Rallying women to own what they've got is something that we intuitively know has incredible power and impact, and the research backs that up. When Canadian women take control of self-doubt, they are stronger, more confident, healthier and ultimately empowered."

The campaign was developed by Leo Burnett of Toronto. Starcom Mediavest Group is managing media planning and buying. Strategic Objectives is conducting social media and public relations activities. The online elements were developed by VML.

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