Kellogg's kick-start

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Just in time for New Year's resolutions, Kellogg Co. kicked off a TV and print campaign from Bcom3 Group's Leo Burnett, Chicago, suggesting consumers eat two bowls a day of either Special K or Smart Start cereal for two weeks to lose up to six pounds.

The Kellogg's Special K Kick-Start Diet, backed up by a Purdue University study, positions the cereals as a meal replacement a la Unilever's Slim-Fast. Kellogg already plays in the diet arena with its Kashi GoLean Slimming System, a line of natural meal-replacement cereals, bars and shakes.

According, the Kick-Start plan requires individual consumers to eat three boxes of cereal over the two-week period. Packaging for Special K will feature the diet plan through February.

The ad campaign offers a humorous twist on testimonials typical to diet ads that "work but are painful to look at," said Gary Doyle, senior VP-creative director, Leo Burnett. The ads feature people talking about what they didn't have to go through to lose weight on the Kick-Start diet, such as the all-puree diet or the corn juice diet.

Kellogg's cereal sales were virtually flat at $2.17 billion for the 52 weeks ended Dec. 2, while leader General Mills saw its cereal sales fall 3.1% to $2.2 billion, according to Information Resources Inc.

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