Kellogg’s Raisin Bran will make its Super Bowl promoting debut this yr, marking the cereal model’s first look within the Big Game and WK Kellogg Co.’s first Super Bowl advert in roughly 15 years.
The spot will air nationally throughout streaming platforms simply forward of halftime, with extra regional placements operating in six markets—New York, Los Angeles, Chicago, Grand Rapids, Cincinnati, and Fort Smith, Arkansas—throughout the third quarter.
The Super Bowl purchase alerts a renewed effort by WK Kellogg Co. to raise cereal’s well being credentials at a second when shoppers are more and more centered on diet, in accordance with Doug VandeVelde, chief development officer at WK Kellogg Co.
“We feel the time is right to shine a light on good gut health,” VandeVelde stated. “People are trying to eat healthier and get more fiber into their diets, but 95% of Americans don’t get enough. Cereal—and Raisin Bran specifically—is an easy way to help close that gap.”
The marketing campaign facilities on fiber, a nutrient lengthy related to Raisin Bran however one which VandeVelde stated has taken on renewed relevance. While “tasty fiber” has been a part of the model’s messaging for many years, shoppers at the moment are extra conscious of how weight-reduction plan impacts digestion, vitality, and the way they really feel.
“Fiber isn’t always the easiest thing to get into your diet,” VandeVelde stated. “People are starting to connect the dots between what they eat and how they feel, especially when they don’t eat well or overindulge.”
The artistic, developed in partnership with VaynerMedia, goals to deliver humor and humanity to a subject that may simply really feel awkward. The spot will function a extensively recognizable movie star, although the model declined to disclose the expertise forward of the sport.
“Our goal isn’t to lecture people,” VandeVelde stated. “We want to spark an ‘a-ha’ moment that encourages people to think differently about fiber and how easy it can be to get more of it into their day.”
While the Super Bowl placement consists of each nationwide streaming and regional linear buys, VandeVelde emphasised that the hassle is designed for a fragmented, multi-screen viewers. The marketing campaign shall be supported by social activations earlier than, throughout, and after the sport, reflecting how viewers more and more interact with Super Bowl promoting past the published itself.
“The Super Bowl today is an ecosystem of screens,” he stated. “People are consuming content before the game, during the game, and after the game. This is a big kickoff moment, but the fiber messaging will continue throughout the year.”
Success shall be measured throughout attain and engagement, in addition to longer-term shifts in shopper attitudes towards fiber and cereal—and, finally, gross sales efficiency.
“We’re looking at whether this changes how people think about fiber,” VandeVelde stated. “And, of course, whether it leads to selling more boxes of cereal.”