Kellogg's wants Canadians to invite fibre to their backyard barbecue

Kellogg’s All-Bran wants Canadians to invite fibre to their backyard barbecues and summer soirees.

The brand has teamed up with New York-based celebrity Chef Elizabeth Falkner (@cheffalkner), who created summer recipes that incorporate high-fibre All-Bran cereals. The menu features such creations as orange blossom lassi with chilled farro, hazelnuts, honey and All-Bran Buds; Sev puri with mango, tomato, red onion, avocado, chutney and spicy All-Bran; and chocolate hazelnut semifreddo in an All-Bran cinnamon chocolate crust.

The recipes are available on social media, and All-Bran is asking Canadians to share their tasty, high-fibre recipes using #AllBranNew.

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“The recipes Chef Falkner developed feature big, bold, mouthwatering flavours and show Canadians that health and great taste make the ultimate food pairing,” says Chris Bell, vice-president of marketing at Kellogg Canada.

In addition to working with Falkner, All-Bran challenged dietitian and food blogger Abbey Sharp from Abbey’s Kitchen and Vancouver-based Adrian Harris and Jeremy Inglett from the Food Gays to create progressive recipes using the cereal.

The summer partnerships are part of Kellogg’s new marketing campaign, “Good Things Come From All-Bran,” which launched last November. The campaign aims to change consumers’ perception of All-Bran “from simply a breakfast cereal to a healthy staple of tasty and nutritious recipes for food lovers, perfect for any time of day,” adds Bell.

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“That’s why we partnered with the talented Chef Falkner and prominent food bloggers to show Canadians how easy it can be to add Kellogg’s All-Bran—and a hit of fibre—to their favourite summer recipes.

In the first phase of the campaign, All-Bran partnered with three top Canadian chefs to create “on-trend, restaurant-worthy” dishes that incorporate All-Bran. At the time, Kellogg’s said that while All-Bran was the number-one adult fibre cereal in the category, the brand was experiencing a slight sales decline.

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Bell couldn’t share results to date, but says the campaign “has been extremely effective at inspiring consumers to try new things, add a twist to their favourite dishes and, ultimately, highlight Kellogg’s All-Bran cereal as an incredibly versatile ingredient.”

“Good Things Come from All-Bran” is rolling out across multiple channels including tasty videos on Buzzfeed’s Facebook-only cooking channel, digital and print, as well as a partnership with Chef’s Plate, a meal ingredient delivery service.