All-Bran back to nature

All-Bran continues its use of half page advertising in health and lifestyle sections albeit with a new creative strategy.

Kelloggs All Bran Only SlugsThe headline at first seems incongruous with the image…however on reading the copy we see the connection to how All-Bran can help you feel…”free as a bird”.

It’s an arresting image and an intriguing headline, which may prove to be enticing to readers. The approach is certainly a departure for the packaged goods category, and cereals especially, and as such is highly differentiating. Should they follow the strategy through into packaging and promotions it may assist in purchase decision making in the supermarket aisle.

Read more about food advertising in newspapers here.

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