Kraft Foods brand belVita Breakfast Biscuits has rolled out a TV campaign to promote the launch of its breakfast cookie in Canada.

Although the whole grain, fruit and fiber cookie can already be found in 15 countries, the breakfast biscuit category is new in Canada, so it demanded a greater marketing investment, Vanessa Grekov, senior brand manager, belVita, tells MiC.

“We felt TV was the best way to introduce the brand, communicate our key messaging, and gain the reach and scalability required to make a splash,” she says. Media for the campaign targeting 25- to 35-year-olds was handled by MediaVest with creative by CP+B.

The brand is mixing up its TV buy with both primetime and morning programming, she adds.

“Primetime helps us to gain reach and morning programming is meant to ground belVita Breakfast Biscuits in the breakfast part of the day.”

The commercial titled “Dad’s day” shows the trials and tribulations of an adult trying to get through his busy morning routine, as seen through the eyes of a child.

“The spot showcases that no matter what mornings or life throw at you, belVita Breakfast Biscuits…can help you get through,” she says of the idea behind the TV creative. “Our goal was to break through the breakfast clutter, build our new brand equity, and build credibility by highlighting key product benefits.”

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