Kellogg Canada - Vector Cereal

Kellogg cereal Vector’s consumers had become more realistic about fitness goals, and the hardcore approach was no longer relevant. Vector needed to reinvent itself.

With the message that “what you put into your body is directly tied to what you get out of your body,” the goal was to connect with consumers during their pursuit of their physical best – at the “point of sweat.”

For television, the agency used a proprietary process which fuses a psychographic profile of the target with TV ratings. In a first-ever partnership with Goodlife Fitness, areas such as the water fountains, treadmill monitors and gym clocks were singled out. The creative was extended outside on cycling, running and blading routes. On Facebook, a Vector trainer provided advice, training and nutrition tips.

The campaign generated the first period of significant growth since January 2007. Following the campaign, volume change was +16% VYA, greatly outpacing the category at only +2%. Nielsen data attributes $1.3 million in sales to the impact of the campaign.