Kellogg’s Raisin Bran will make its Super Bowl advertising debut this year, marking the cereal brand’s first appearance in the Big Game and WK Kellogg Co.’s first Super Bowl ad in roughly 15 years.
The spot will air nationally across streaming platforms just ahead of halftime, with additional regional placements running in six markets—New York, Los Angeles, Chicago, Grand Rapids, Cincinnati, and Fort Smith, Arkansas—during the third quarter.
The Super Bowl buy signals a renewed effort by WK Kellogg Co. to elevate cereal’s health credentials at a moment when consumers are increasingly focused on nutrition, according to Doug VandeVelde, chief growth officer at WK Kellogg Co.
“We feel the time is right to shine a light on good gut health,” VandeVelde said. “People are trying to eat healthier and get more fiber into their diets, but 95% of Americans don’t get enough. Cereal—and Raisin Bran specifically—is an easy way to help close that gap.”
The campaign centers on fiber, a nutrient long associated with Raisin Bran but one that VandeVelde said has taken on renewed relevance. While “tasty fiber” has been part of the brand’s messaging for decades, consumers are now more aware of how diet affects digestion, energy, and how they feel.
“Fiber isn’t always the easiest thing to get into your diet,” VandeVelde said. “People are starting to connect the dots between what they eat and how they feel, especially when they don’t eat well or overindulge.”
The creative, developed in partnership with VaynerMedia, aims to bring humor and humanity to a topic that can easily feel awkward. The spot will feature a widely recognizable celebrity, though the brand declined to reveal the talent ahead of the game.
“Our goal isn’t to lecture people,” VandeVelde said. “We want to spark an ‘a-ha’ moment that encourages people to think differently about fiber and how easy it can be to get more of it into their day.”
While the Super Bowl placement includes both national streaming and regional linear buys, VandeVelde emphasized that the effort is designed for a fragmented, multi-screen audience. The campaign will be supported by social activations before, during, and after the game, reflecting how viewers increasingly engage with Super Bowl advertising beyond the broadcast itself.
“The Super Bowl today is an ecosystem of screens,” he said. “People are consuming content before the game, during the game, and after the game. This is a big kickoff moment, but the fiber messaging will continue throughout the year.”
Success will be measured across reach and engagement, as well as longer-term shifts in consumer attitudes toward fiber and cereal—and, ultimately, sales performance.
“We’re looking at whether this changes how people think about fiber,” VandeVelde said. “And, of course, whether it leads to selling more boxes of cereal.”
