CANADA – Kellogg’s has officially launched its Two Scoops Raisin Bran Crunch cereal in Canada, introducing a delightful mix of oats, multi-grain flakes, raisins, and honey.
The launch event took place on August 12, 2024, coinciding with the Perseids meteor shower, creating a unique opportunity for promotion and engagement with consumers.
In a creative marketing strategy, Kellogg’s unveiled a large, mysterious object in Toronto’s Trinity Bellwoods Park.
This eye-catching installation, designed to resemble a giant granola cluster, measured 5.3 feet by 3.8 feet and weighed 160 pounds.
It was filled with 100 boxes of the new cereal, which were revealed to the public after the object cracked open, much to the delight of onlookers.
“When we realized the Perseids meteor shower and the Kellogg’s Raisin Bran Crunch launch were happening on the same day, it was like the stars aligned,” said Steve Persico, Chief Creative Officer at Leo Burnett Toronto, the agency behind the campaign.
“It just made sense to introduce Canadians to one of the crunchiest cereals on Earth with a bang.”
Jeff Chatterton, the Head of Marketing for WK Kellogg Canada, expressed enthusiasm about the new product, stating, “We are so excited to be bringing Kellogg’s Raisin Bran Crunch to Canadian consumers.
‘’This delicious spin on the classic Kellogg’s Raisin Bran is sure to delight Canadians with its crunchy and delicious taste.”
The cereal aims to cater to the growing demand for nutritious breakfast options while offering a satisfying crunch that appeals to both children and adults.
The launch event generated significant buzz on social media, as Torontonians shared their surprise and excitement over the unexpected appearance of the giant cereal cluster.
The innovative marketing approach not only highlighted the new product but also engaged the community, creating a memorable experience that linked the product launch to a celestial event.
Available at major retailers across Canada, Kellogg’s Two Scoops Raisin Bran Crunch cereal is positioned as a tasty and wholesome breakfast choice.
The product features crunchy oat clusters, multi-grain flakes, and juicy raisins, all complemented by the sweetness of honey. This combination is designed to provide a satisfying and nutritious start to the day.
Kellogg’s marketing strategy for this launch was supported by a comprehensive campaign led by Leo Burnett Toronto, with media buying by Starcom and public relations managed by MSL Canada.
The collaboration reflects Kellogg’s commitment to expanding its offerings in the Canadian market while connecting with consumers through innovative and engaging marketing tactics.
Kellogg’s has a long-standing history of creating beloved breakfast cereals, dating back to its founding in 1894.
The company’s iconic brand portfolio includes popular products like Frosted Flakes, Rice Krispies, and Froot Loops.
As part of its ongoing mission to enhance the lives of consumers, Kellogg’s aims to promote physical, emotional, and societal well-being through its food offerings.
The launch of Kellogg’s Two Scoops Raisin Bran Crunch cereal in Canada not only introduces a new product but also showcases the brand’s creative marketing efforts that resonate with consumers.
By leveraging a unique event and engaging the community, Kellogg’s has successfully captured attention and excitement for its latest addition to the breakfast cereal market.
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