• by Steve Ellwanger , March 8, 2023

General Mills’ Fiber One brand is getting into the “insurance” business.

A limited-time Fall Off Forgiveness Policy is positioned as coverage for people who fail to adhere to their New Year’s health and wellness resolutions.

It’s explained in this commercial from Edelman and United Entertainment Group featuring actress and comedian Lisa Ann Walter—best known for her roles in the 1998 version of “The Parent Trap” and the ABC sitcom “Abbott Elementary.”

Titled “The Scene of the Accident,” the spot opens with Walter addressing impulses that result from temptation and FOMO—like choosing chicken wings over celery sticks and “seizing the birthday cake.”

People who fail to stick with their healthy resolution goals can file a “claim” at a dedicated website to win a one-year bundle of Fiber One low-calorie, high-protein products ranging from snack bars to cereal.

The brand chose to work with Walter because her sense of humor dovetails with the insurance spoof, according to Fiber One brand manager Alexandra Case.

“Lisa has been vocal about the industry’s expectations of her and other women's bodies, and we felt her voice could help us empower people to feel their best without worrying about judgment from others,” Case tells MarketingDaily.

According to a survey of 1,000 U.S. adults conducted last month for Fiber One, 40% of people are “likely to give up on their resolutions because they give in to cravings.”

Contest entries can be made once a day for a maximum of 28 until the promotion ends on April 3.