Kellogg’s All-Bran has launched a new marketing campaign aimed at getting Canadians to think outside the cereal box.
A new marketing campaign, “Good Things Come From All-Bran,” positions the adult fibre cereal as a tasty, healthy recipe ingredient—not just a breakfast cereal.
While Kellogg’s says All-Bran remains the number-one adult fibre cereal in the category, the brand has experienced a slight sales decline of late.
“To drive growth, the brand needed to bring in new users, while continuing to inspire loyal users,” says Natasha Millar, senior director, RTEC & Beverages, Kellogg Canada. “[The campaign] was born to reinvigorate a trusted favourite so it could remain relevant with modern adult consumers today.”
To get consumers cooking with All-Bran, the brand has partnered with three top Canadian chefs to create “on-trend, restaurant-worthy” comfort food dishes that include a healthy kick of fibre.
Chefs Craig Harding from Toronto’s Campagnolo, Connie DeSousa from Charcut in Calgary, and Alexandre Gosselin from Montreal’s Chez Victoire have created 15 high-fibre recipes, such as Cauliflower, Bacon and All-Bran Gratin; All-Bran Cheesecake Crunch in a Jar; and All-Bran Cornish Hen Cacciatore with All-Bran Polenta. The recipes are featured on All-Bran’s new Pinterest page.
“Our goal is to inspire Canadians to try something new by showing them how nutritious, home-cooked meals don’t need to compromise on taste or ‘wow-factor’ when you add fibre,” says Millar.
Kellogg’s research found the All-Bran target audience (adults of all ages) is heavily influenced by food culture and the healthy lifestyle trend. In addition, they’re seeking delicious, healthy ways to boost the nutrition of their recipes.
“This insight makes us optimistic that millennials and boomers alike will be inspired by our food-focused campaign and embrace the notion that cereal doesn’t have to only be consumed at breakfast anymore,” says Millar.
The campaign also includes digital and social media marketing including a refreshed AllBran.ca; sponsorship of the Canadian Breast Cancer Foundation KitchenAid Cook for the Cure; print advertising and 15-second television and online video spots. The commercials show a box of All-Bran opening up like a fridge, oven, crockpot or barbecue to reveal a surprising meal that incorporated the cereal.
All-Bran is also connecting with prominent food bloggers across Canada to develop and share All-Bran recipes.
In-store Kellogg’s has also launched limited-edition All-Bran packaging with a 3D front panel that opens to reveal a recipe for Ultimate Mac ’n Cheese. Displays include product sample pouches and recipe coupons.
Leo Burnett Toronto developed overall strategy and creative, Starcom Mediavest Group handled media planning and buying, and Strategic Objectives managed PR.
This article originally appeared at CanadianGrocer.com.
