Kellogg's Mock Marathon

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.

The ads follow a crowd of hurried commuters, portraying their morning ritual as a marathon. But the campaign doesn't stop there. To generate further awareness in eight key U.S. markets, Kellogg is taking the "Morning Marathon" message to the streets of Boston, Denver, Minneapolis, Washington D.C., Portland, Milwaukee, Chicago and Atlanta.

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."

Developed by Relay Sports and Event Marketing, a division of Starcom MediaVest Group.

Ad Agency: Leo Burnett, Chicago
Director: James Wahlberg