Nutri-Grain Hits the Streets Running

CHICAGO Leo Burnett portrays office workers literally running to work in a new television spot launching Kellogg’s foray into granola bars under the Nutri-Grain brand.

The TV commercial, which began airing nationally Monday, shows streets crowded with men and women dressed in office attire running to work as if in a marathon. In the music-driven effort, the racers are seen picking up lattes off a table, catching newspapers thrown at them and hurdling over potholes. “We do it every day—the morning marathon,” says a voiceover. “So, Kellogg’s introduces a new chewy granola bar.”

The Chicago agency’s campaign, which also includes radio and outdoor, calls the line extension “A new way to respect yourself in the morning,” playing off the brand’s “Respect yourself in the morning” tagline. Spending on the campaign was not disclosed.

In addition to the advertising, the launch will include events in eight major markets, including the staging of “mini-marathons” on Wednesday, Oct. 8, during the morning commute. Runners clad in business attire and Nutri-Grain bibs will be seen in Atlanta, Milwaukee, Boston, Chicago, Denver, Minneapolis, Washington, D.C. and Portland, Ore.

The mini-marathons are a concept devised by Relay Sports and Event Marketing, a division of Leo Burnett’s sister company, Starcom MediaVest Group. Publicis Groupe owns the agencies. The overall integrated communications plan was developed by Starcom USA.