The Brand: Kellogg’s Nutri-Grain Bars

Creative Director/Art Director: April Speed

Photography: Guzman NY

"Respect Yourself in the Morning", stopped people when they were most vulnerable to bad food choices and helped grow the stalled Nutri-Gran business by nearly 30%. The power of this campaign was that the entire media plan was built around the key insight of ‘vulnerability’. Billboard space was purchased above fast food restaurants, near donut shops and around convenient stores, and TV spots ran during self-improvement shows - all the while making people think before they eat.