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08/18/2021

Kellogg Canada begins a big breakfast push

Packaged food company launches a year-long campaign in support of its cereals

Kellogg Canada has just begun a year-long masterbrand marketing campaign for its breakfast cereals, the first such campaign in 10 years.

While packaged food companies usually promote the product name rather than that of the parent company in their marketing, Kellogg is putting its name up front in this campaign as part of a strategy to get more consumers eating breakfast again.

“We all know intuitively that a great day starts with a great breakfast, but, too often, we let it take a backseat to all the things we need to do,” said Christine Jakovcic, vice-president marketing and nutrition at Kellogg Canada Inc.

While breakfast habits have reportedly changed dramatically during the pandemic with more people working from home, Kellogg believes the long-term trend had been to reduce breakfast consumption, citing 2019 data that revealed nearly 42% of Canadians said they weren't eating breakfast every day.

“We’re on a mission to get the country to rediscover the value in a nutritious start to the day, by celebrating everything a Kellogg’s breakfast can do and the important role it plays in nourishing people’s days.”

The campaign called “We’re For Breakfast” started this week with two new TV ads, and will continue with other advertising rolling out over the course of the next year.

The TV ads both focus on how Kellogg’s cereals offer the nutritional benefits—high protein and fibre, low sugar and whole grains—that people need in the morning to have a good, productive day. While the ads show a number of different cereals, Kellogg is putting particular focus on Special K, Vector, Rice Krispies and Mini-Wheats.

The ads are fast paced and high energy, mixing bold written messaging with video of Canadians enjoying their nutritious morning breakfast cereal and powering through their day.

In the ad focused on high fibre and low sugar, a voiceover explains: “We’re for awesome mornings, helping to fuel awesome days.” In the other ad, which focuses on high protein and whole grains, the voiceover says: “We’re for a start to the day that helps set the tone for everything that comes after.”

“We wanted the campaign to have the kind of energy that a Kellogg’s breakfast brings to your day,” said Steve Persico, co-chief creative officer at Leo Burnett Toronto, the agency behind the campaign. “It’s all about reigniting Canadians’ excitement for breakfast while demonstrating Kellogg’s passion for it.”

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