• by Fern Siegel , 7 hours ago

When the Super Bowl kicks off Feb. 8, Kellogg's Raisin Bran will be there.

The cereal company is launching its first Big Game ad for the brand, touting its high-fiber concentration and the importance of gut health.

An estimated 95% of Americans do not meet the recommended daily fiber intake, according to the 2020-2025 Dietary Guidelines for Americans. Kellogg’s Raisin Bran contains 7 grams of fiber per serving.

VaynerMedia did the creative. 

Specifically, the spot will run nationally across streaming (Peacock, NBC Sports app, NFL+) and in six regional markets: New York, Los Angeles, Chicago, Grand Rapids, Cincinnati and Fort Smith, Arkansas.

Doug VanDeVelde, Chief Growth Officer at WK Kellogg Co, told Agency Daily: “As fiber emerges as the defining health trend of 2026, we knew the timing was perfect for Kellogg’s Raisin Bran to make its Big Game debut. As the conversation around good gut health grows, our mission is to move it from a trend to a daily routine. This massive platform allows us to remind consumers that as they prioritize fiber this year and beyond, Kellogg’s Raisin Bran is an easy and tasty way to achieve their wellness goals.”

Founded in 1894, the company's portfolio includes Frosted Flakes, Rice Krispies, Froot Loops and Special K.

VaynerMedia client work includes Kate Spade, Mountain Dew, Coach, Diageo and Nat West.