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Kellogg begins Off the Couch Bags campaign

Kellogg Canada of Mississauga has begun a promotion for its Vector line of cereal called “Off the Couch Bags” intended to mark the return of recreational sports activities as COVID-19 restrictions begin to ease. The promotion consists of a collection of five sports bags made from pre-owned couches purchased from a charitable organization. Consumers can enter a draw for one of the limited edition bags, filled with boxes of Vector cereal, online at <>. The promotion was developed by Leo Burnett of Toronto. The giveaway is being promoted with a social media and online video campaign. Media buying was hadled by Starcom, with public relations by Strategic Objectives.

“After being benched for so long on our couches, it was important that Vector be a part of getting athletes back to the sports they love,” said Steve Persico, co-chief creative officer at the agency. “Ripping up the couches we've been stuck on and turning them into sports bags is a symbol of turning our pent-up energy into something positive as we finally get back in the game.”

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