In an effort to get people to eat breakfast, even when their have to rush in the morning, Kellogg is marketing their Nutri-Grain granola bars with a "mock marathon", echoing the tv commericals done by Leo Burnett USA.
Excerpt from the article:
As part of a new advertising campaign for Kellogg's Nutri-Grain granola bars, actors dressed as commuters but with marathon race numbers pinned to their suits will mingle with real commuters to hand out free samples of the food bars.
The "mock marathon," which will take place in eight U.S. cities, will also feature cheering onlookers behind barricades, rooting for the commuters and their Kellogg counterparts.
"They're not going to be interfering with the consumers on their way to work," said Kevin Adler, vice president of sponsorships and events at Relay. "(Event) marketing works best when it is interwoven into the fabric of what consumers do every day."