Kellogg's is set to build on the successful re-launch of its 91 year old All-Bran brand by unveiling a new seven-figure television advertising campaign and a suite of new products.
All-Bran – which the cereal giant revamped last year to appeal to a younger female audience – has gone from years of historic decline to 16pc value growth since the re-launch last summer.
Now, Kellogg's is looking to capitalise on this by investing £2.5m in a new TV led advertising campaign.
Gill Riley from Kellogg's, said: "Digestive health is more topical than ever with over 72pc of women in the UK experiencing discomfort and All-Bran can provide a clear everyday solution to this problem.
"It's also about tackling the issue of taste and fibre. High fibre foods don't have to be tasteless – than can be a great eat and be good for you at the same time. This is what's at the heart of our campaign and the repositioning of All Bran."
Developed by Leo Burnett, the advertising campaign is designed to communicate the benefit of natural wheat bran fibre found in All-Bran in an engaging and non-clinical way.
"It does this by using a back to nature theme complete with talking animals and plays on the fact that animals don't suffer from digestive discomfort as they still eat the fibre that nature intended where as humans don't.
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- Food > Confectionery
- Food > New Products
- Packaging > Labelling
- Distribution > Retail