WK Kellogg Co Targets 'Fibre Gap' with William Shatner Super Bowl Campaign

WK Kellogg Co has unveiled its first-ever Super Bowl commercial for Kellogg's Raisin Bran, leveraging a high-profile partnership with actor William Shatner to address the national fibre deficit. Titled "Will Shat?", the campaign utilises provocative wordplay to modernise the brand's image and position the legacy cereal as an immediate solution for gut health.

The strategic focus of the campaign is the "95% fiber gap"—a statistic from the 2020-2025 Dietary Guidelines for Americans indicating that the vast majority of the population fails to meet daily fibre recommendations. By launching during the "Big Game," a period synonymous with heavy food indulgence, the brand aims to position its product (offering 7 grams of fibre per serving) as a necessary corrective measure for "gut regret."

Creative Strategy: Functional Messaging Meets Humour

Directed by Terri Timely of Park Pictures and developed with the VaynerMedia team, the spot marks a shift from traditional functional health messaging to entertainment-led marketing.

"We wanted to talk about a serious health gap in a way that actually felt relevant to people's lives," said Doug VanDeVelde, Chief Growth Officer for WK Kellogg Co. "By leaning into some fun wordplay with an absolute legend like William Shatner, we're making sure the message about fibre is impossible to ignore."

The narrative features Shatner in a "high-tech command centre," deploying fibre to various social settings—a sports bar, a Gen Z house party, and a tailgate—reinforcing the product's relevance across different demographics beyond the brand's traditional older skew.

Streaming and Regional Targeting

The campaign adopts a hybrid media approach, prioritising digital reach alongside targeted linear buying to maximise ROI during the high-cost advertising window.

Distribution Plan:

National Streaming: Peacock, NBC Sports app, and NFL+.

Regional Broadcast: The ad will air in six specific high-priority markets:
- New York
- Los Angeles
- Chicago
- Grand Rapids
- Cincinnati
- Fort Smith

This campaign highlights a broader trend in the CPG sector: rebranding "functional" ingredients (like fibre) from medicinal necessities into lifestyle enablers. By associating fibre intake with "keeping things moving" during celebration weekends, Kellogg's Raisin Bran is attempting to insert itself into new consumption occasions, moving beyond the breakfast table to become a "recovery" snack for the morning after.