All Bran set to unveil £2.5m ad campaign with Leo Burnett and new product
Kellogg’s All Bran is set to roll out a £2.5m advertising campaign, created by Leo Burnett and focussing on TV, as it aims to capitalise on last year’s revamp to appeal to a younger female audience.
The campaign aims to promote the benefit of natural wheat bran fibre in a non-clinical way, using a ‘back to nature theme’ and featuring talking animals.
Gill Riley from Kellogg’s, said: “Through the re-launch of All-Bran last year, we have started to change the way people think about the brand. Key to this was the launch of new All-Bran Golden Crunch – a delicious cluster based multigrain cereal. The response to this product has been fantastic - such a different food has really people reappraise All-Bran and realise there is a simple and tasty way they can manage their digestive health.
“Digestive health is more topical than ever with over 72 pc 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.”
To add to the brand, Kellogg’s has launched All-Bran Yoghurty Flakes, with All-Bran Chocolate Crunch set to launch next month.
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