Kellogg Co. launches Nutri-Grain Granola Bars and Bites this month with an estimated $10 million TV and event campaign.
TV spots show commuters in business clothes running a marathon—the equivalent of working parents’ morning routine. Kellogg supports that message with mock marathons in eight cities Oct. 8.
Timed to morning commutes in Atlanta, Boston, Chicago, Denver, Milwaukee, Minneapolis, Portland and Washington DC, the races will host runners in business clothes and Nutri-Grain bibs like those in the TV spot. Relay Sports and Event Marketing, Chicago, handles the events; sister shop Leo Burnett USA, Chicago, does the ads. Relay is a division of Starcom MediaVest Group.
Nutri-Grain Granola Bars and Bites hit shelves nationally in late September. There are three bars flavors (honey oat and raisin, mixed berry and chocolaty chip) and three flavors of pouched nuggets (oatmeal raisin, berry medley and chocolaty chip). Each sells for around $3.29 for bars (eight per box) and bites (six pouches per box).
Separately, Kellogg’s first-ever chief marketing and customer officer, Alan Harris, assumed the post last week, overseeing global marketing sales, nutrition, innovation and business development. Battle Creek, MI-based Kellogg created the post to improve idea-sharing across its portfolio. Harris also keeps his job as exec VP and president of Kellogg International, leading Australia/Asia operations. He has been with Kellogg for 19 years.
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