Kellogg’s real people, real lives, real stories

MARKETING NEWS

Jul 25th 2011, 14:06

When you want to hear the truth, get it straight from your target market’s mouth! That’s the premise of Kellogg’s All-Bran’s new television campaign, featuring real brand advocates. 

As opposed to casting actresses to play characters in the TV ads, the team found true believers in the brand directly from its target market. They narrowed it down to four women, and asked them to tell the nation just how, why and even when they came to believe in the goodness of All-Bran®.

Choosing the advocates was no easy task. It was important for the team to find authentic All-Bran® stories. There were so many that it was very difficult to choose. Fans of the cereal were invited to small discussion groups and from these groups the four women were chosen.

The first two TVCs being aired feature mother-to-be Deshun Deysel and Jacaranda FM’s news reader Gerda de Sousa.

Deshun tells how All-Bran® helps her during pregnancy and how she has not experienced digestive problems like most other pregnant women do. Gerda elaborates how hectic her life is and how she used to think that her digestive problems were part of everyday life, until she tried All-Bran®.

In the next two TVCs still to be aired, Wendy Smith tells how All-Bran® allows her to be active despite her stomach ailments and Mercia Burgess elaborates how All-Bran® enables her to keep both her parents and son healthy.

JWT Johannesburg created and executed the TVCs. True to the agency’s vision to produce ideas that people want to spend time with, the television commercials are a refreshing approach to testimonial advertising in this category.

JWT’s Davina Wertheimer, says “The four advocates were not scripted and tell their stories in their own words in each of the commercials.”

“The women featured each have something unique to say about the brand. The expectant mother explaining how it helps her with her pregnancy symptoms; an active, sporty mom who can’t be held back by stomach problems; a radio station newsreader who says All-Bran “keeps her as regular as her bulletins”; and a fourth woman who uses All-Bran® to help her household, of both young and elderly folk, to stay in good digestive health.”

The Kellogg’s creative team at JWT Johannesburg comprise Ronnie Malden, Sasha Whyte and Julia Rutherford.

Look out for the ads appearing on SABC, DSTV and eTV. They are being aired in two advertising bursts. The first two are currently on air, with the second burst taking place between October and December this year.

Apart from television the Kellogg’s All-Bran® 'Advocacy' campaign is also being communicated through multiple channels including viral marketing via the Internet and on social networking site Facebook.