We’re entering a “bran-new” era with Kellogg’s Raisin Bran as Raisin Bran makes its first-ever Super Bowl appearance and the Kellogg’s company returns to the Big Game after a 15-year hiatus. The campaign features 94-year-old Star Trek legend William Shatner, utilizing a strategic “stealth marketing” approach to build massive pre-game momentum.
The campaign went viral following a series of staged “paparazzi” photos showing Shatner casually enjoying Raisin Bran in his car during Los Angeles traffic. These “candid” moments, designed to spark social conversation and tabloid coverage, successfully blurred the lines between celebrity gossip and brand storytelling. Shatner later confirmed to media outlets that the stunts were teasers for the upcoming spot, which will feature the icon in a spaceship—a nod to his real-life voyage to the stars.
With Shatner as the star of the campaign, the conversation around digestive health is being transformed into a lighthearted, self-aware narrative. The campaign emphasizes how easy it is to incorporate fiber into a daily routine, using a multi-screen ecosystem to reach audiences before, during, and after the broadcast. This innovative rollout has already secured Raisin Bran a dominant position in the Big Game conversation well before the first whistle.
