CEREAL MAKER ADS TARGET DIETERS

Kellogg's Kashi Says Heave the Bathroom Scale

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SAN FRANCISCO (AdAge.com) -- Some weight-loss plans ask dieters to keep a close eye on the bathroom scale, but the Kashi Co. wants them to throw it away.

Jumpsuit-wearing man
In a new ad campaign breaking this month, Kashi's GoLean cereal line targets women with a print and TV campaign featuring a man in a red jumpsuit who goes door to door asking people to give up their scales, and all the guilt and bad feeling that go with them. Print is running in February issues of Child, Good Housekeeping and Martha Stewart Living magazines.

The TV spot, shot in an impromptu man-on-the-street style, is slated to run starting this week on cable in more than a dozen markets.

From new agency
The ads back the GoLean line of cereals, bars and shakes. The campaign is the first from Kashi's new agency, Amazon Advertising, San Francisco, which is 35% owned by Publicis Groupe's Leo Burnett Co.

Kashi, developed as a health food cereal in 1984 by a LaJolla, Calif., couple, has evolved over the years into a food for athletes, vegetarians and now dieters. The company in July was sold to Kellogg Co.

Kashi's products, said to be low in sugar and high in fiber, have become trendy in recent years, with health resorts using them in recipes and a number of diet programs incorporating them into meal regimens. The company has a "club" on its Web site, where devotees can pay tribute to the product.

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