Kellogg's Raisin Bran Debuts in the Big Game to Promote Fiber Intake

Kellogg's Raisin Bran Takes Center Stage at the Big Game

Kellogg's Raisin Bran has announced its highly anticipated debut during the upcoming Big Game, marking a significant milestone for the beloved breakfast cereal brand. This strategic move not only celebrates its long-standing heritage but also aims to address a pressing health concern in America—the fiber gap.

Understanding the Fiber Shortage

According to the latest Dietary Guidelines for Americans, a staggering 95% of people do not meet the recommended daily fiber intake. This situation is particularly concerning, especially following one of the most indulgent eating periods of the year. With Americans often swamped by snacks and heavy meals during the Big Game, the need for fiber-rich foods becomes even more critical.

Raisin Bran, with its 7 grams of fiber per serving, is positioning itself as a key player in remedying this deficiency. Doug VanDeVelde, Chief Growth Officer at WK Kellogg Co, emphasizes the brand's legacy, saying, "Since 1942, Kellogg's Raisin Bran has been an essential part of American breakfasts. Today, we’re using our iconic status to tackle the modern challenge of dietary fiber intake."

The Power of Nostalgia and Humor

This innovative campaign, in collaboration with VaynerMedia, features the brand's cheerful mascot, Sunny, alongside a legendary celebrity whose charisma and wit resonate with audiences. It playfully highlights the bloated feeling people often experience after heavy snacking during the Big Game, while cleverly reminding viewers of the importance of maintaining gut health.

Sarah Ludmer, Chief Wellbeing and Sustainable Business Officer at WK Kellogg Co, states, "While indulging in snacks is part of the excitement of the Big Game, it often brings to light the repercussions of neglecting fiber intake. Our goal is to leverage this platform to educate consumers on how high-fiber cereals like Raisin Bran can play a significant role in bridging the fiber gap."

A Strategic Push Across Multiple Platforms

Raisin Bran's Big Game campaign is set to reach audiences through various channels. The ad will be broadcast nationally on streaming platforms such as Peacock, the NBC Sports app, and NFL+, as well as in six major markets: New York, Los Angeles, Chicago, Grand Rapids, Cincinnati, and Fort Smith. This broad approach aims to maximize visibility at a time when snack consumption peaks.

An Iconic Legacy

WK Kellogg Co has a long-standing tradition of producing trusted food items, with its journey beginning in 1894 with the creation of Corn Flakes. Kellogg's brand portfolio is extensive and includes popular cereals like Frosted Flakes, Rice Krispies, and Froot Loops. Through its sustainable strategy, dubbed Feeding Happiness™, Kellogg aims to nourish and uplift communities, making a positive impact on their health and well-being.

As Kellogg's Raisin Bran prepares for its Big Game debut, it stands poised to not only captivate audiences with nostalgia and humor but also to make a tangible impact on health awareness concerning dietary fiber. With this effort, Kellogg's seeks to ensure that while America enjoys its snacks, it doesn't forget the importance of a well-balanced diet, showcasing Raisin Bran as a delicious and nutritious option to enjoy during those celebratory moments.