Agency: Leo Burnett Authors: Memo Maquivar, Fraser Taylor, Rekha Lakra, Johanne Trudeau, Marco Di Buono, David Moore, Laurie Woolley, Ryan Bernal, Dion Aralihalli, Judy John and Morgan Kurcak

All-Bran Buds

Advertiser: Kellogg Canada Inc.
Awards: Off to A Good Start - Silver

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): August 2004–May 2005.
Start of Advertising/Communication Effort: August 16, 2004.
Base Period for Comparison: August 2003 – May 2004.

How high is up? That's the question we wanted to answer with an Ontario test for All-Bran Buds – a 1 share brand in the Kellogg's portfolio. As the only brand of cereal in Canada containing psyllium fibre (known to help lower cholesterol) we knew it had potential. But there were difficult regulatory hurdles.