This Adweek report highlights a historic milestone for Kellogg’s Raisin Bran: its first-ever appearance in the Big Game. Developed in partnership with VaynerMedia, the campaign marks a bold strategic pivot for the legacy brand, trading traditional messaging for humor-driven creative to connect with modern consumers.
The centerpiece of the campaign is a high-profile spot featuring iconic actor William Shatner. The creative strategy leaned into viral paparazzi moments and social media teasers, including shots of Shatner eating cereal in a car, to build organic hype ahead of the Big Game. The final creative uses a cheeky, space themed visual to address the importance of fiber in a way that is both humorous and nostalgic.
For VaynerMedia, this project showcases our ability to modernize household names through integrated social-first storytelling and daring creative execution. By leaning into the “Shat’s About To Get Real” tagline, we helped Raisin Bran break through the Big Game noise, proving that even the most functional things can be marketed with cultural relevance and wit. This partnership reinforces our commitment to driving growth for iconic brands by meeting audiences where they are—on the biggest stage in advertising.