Nutritionists are always warning consumers to make sure their granola bars have tons of fibre in them, and Kellogg’s wants to target this health-conscious metropolitan demo with a bar that has the ingredient right in the name – Fibre Plus.

To support the brand, Kellogg’s ran a vertical banner on the cover of yesterday’s Metro daily newspapers in Montreal, Vancouver, Calgary and Toronto. The buy, handled by Starcom in Toronto, also included a full-page ad on the second page of the newspaper, ads online on Metronews.ca and through Metro’s social media channels.

A total of 100,000 bars were also handed out in a sampling program by Metro’s street teams in the four major markets.