What Growth Actually Looks Like at a Legacy Brand with Doug VandeVelde, Chief Growth Officer at WK Kellogg | Ep. 391

WK Kellogg's Chief Growth Officer Doug VandeVelde discusses the company's Super Bowl ad campaign for Raisin Bran, highlighting the increasing consumer interest in fiber as a key health trend. The campaign features William Shatner to humorously promote the benefits of fiber, aiming to engage viewers and shift sentiment towards considering Raisin Bran as a tasty and easy way to increase fiber intake. VandeVelde shares that consumer research indicates a surge in interest in high-fiber foods, supported by data from platforms like Instagram. The Super Bowl ad is the kickoff for a year-long fiber-focused marketing strategy, extending into the Olympics with additional ads for other high-fiber cereals like Mini Wheats and All Bran. Success metrics include social media engagement, sentiment shifts, and ultimately, increased cereal sales.