Kellogg conducts Crunchorite promotion in Toronto
By Derek Winkler
Kellogg recently conducted a promotion in Toronto for a new cereal called Kellogg's Two Scoops Raisin Bran Crunch. Timed to coincide with the Perseids meteor shower on Aug. 12, the effort took the form of a simulated “Crunchorite” space object that had apparently crashed on a bench in Trinity Bellwoods Park in Toronto. Three days later, the object was broken open to reveal 100 boxes of the cereal. The promotion was developed by Leo Burnett Toronto, with media buying by Starcom and public relations from MSL Canada.
“When we realized the Perseids meteor shower and the Kellogg's Raisin Bran Crunch launch were happening on the same day, it was like the stars aligned,” said Steve Persico, chief creative officer at Leo Burnett. “It just made sense to introduce Canadians to one of the crunchiest cereals on Earth with a bang.”