Kellogg’s Special K sets women up with virtual diet buddy
Called the 'Victory Project,' Special K's online hub on MSN.ca will help women stick to their New Year's resolutions with healthy menu ideas, fashion advice and the opportunity to hook up with a weight-loss sponsor.
Fitness centres may be empty now, but they will be packed come January – the indoor air thick with earnestness of weight-loss resolutions (and, hopefully, sweat). According to an Ipsos Reid survey for Kellogg’s Special K cereal, 56% of women aged 25 to 49 resolve to lose weight. However, four in 10 don’t make it past the first week, and just 11% attend to their goals all year long.
To help these Canadians stay on track with their health and fitness goals all year long, MSN.ca and Kellogg’s have luanched the ‘Victory Project,’ a year-long campaign – with media by Starcom MediaVest Group – to promote the health benefits of Special K, and the health and wellness content on MSN.ca. Kellogg’s AOR is Leo Burnett.
The campaign revolves around an MSN-built microsite based on the insights of the Ipsos survey, which found that women felt they could achieve their goals more successfully if they had encouragement. The site is meant to serve as a full-on lifestyle guide for women, providing them with advice on fashion, fitness, nutrition and beauty, starting mid-January. It will also feature a discussion board where visitors can share their weight-loss management stories and find a buddy with whom to vent about triumphs and obstacles.
The site is being cross-promoted with MSN’s Better Body Guide site, which will contain ‘Victory Project’ content and drive traffic to the Kellogg’s site (and vice versa). Other media elements to the campaign include keyword search and a television campaign that launched this weekend.
‘The whole idea is for [consumers] to bring out the best in each other, help each other through the tough times and celebrate each other’s victories,’ says Johanne Trudeau, director, nutrition marketing, Kellogg Canada.
Special K has always positioned itself as a woman’s ‘ally’ in helping achieve and maintain weight-management goals, Trudeau tells MiC. But women don’t often know where to start or how to stick to a plan, which is where the virtual realm comes in, she explains.
The ‘Victory Project’ also has downloadable meal plans available on SpecialK.ca. The Kellogg survey, conducted this fall with 2,714 adults, shows that 76% of women agree a meal plan would help them stay committed to their diets.
‘Whether it’s a virtual diet buddy or your best friend, working alongside someone on resolutions can help keep you both motivated and make the journey more fun,’ says Trudeau.
The campaign will run through 2010.