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Anyone who’s eaten a doughnut while counting calories has surely thought, “Why don’t I just stick this directly on my hips/thighs/love handles/other vulnerable body part?” Leo Burnett uses that guilt-ridden notion to comedic effect in its latest round of advertising for Kellogg Co.’s Nutri-Grain bars, in an effort to position the cereal bar as a healthy breakfast on the run.

“We looked at what people grabbed on the run and it was pretty much bad food,” says Anne Patanella, creative director and copywriter on the campaign.

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