MINNEAPOLIS, Aug. 27, 2015 /PRNewswire/ -- Fiber One
today announced that they are partnering with American pop-rock
ballad phenomenon, Michael Bolton,
on a campaign to get Americans to #FiberUp. Launching this
week, Fiber One hopes to encourage people to eat more fiber with
humorous commercials titled "Being Irregular is the Worst" and a
video titled "Expecting." Expecting follows a couple as they
journey through what appears to be a pregnancy, but is later
unveiled as a man living with irregularity. The original song, "I
Just Can't Wait to Meet You" performed by Michael Bolton adds a soothing melodramatic
backdrop to the comedic video. At the time of release, the video
had already received a great response with 11,000 shares and
hundreds of positive comments.
"Fiber One is known for having a playful nature and love of
music. Michael Bolton, a cultural
icon known for his humor, was the perfect match for our
lighthearted campaign encouraging Americans to get more fiber,"
said Julia Wing-Larson, marketing
manager for Fiber One. "We want people to know that Fiber One
offers a variety of delicious products to help Americans eat more
fiber."
A high-fiber diet has many health benefits, including improving
digestive health. Unfortunately, Americans aren't getting
enough fiber. In fact, the Scientific Report of the 2015
Dietary Guidelines Advisory Committee noted fiber was a shortfall
nutrient for older adults, where only 4 percent of men and 13
percent of women had a dietary intake of fiber above the
recommended intake. Most Americans average only 15 grams per
day and need at least 25 grams. The good news is that Fiber
One chewy bars offer 35 percent of the recommended daily fiber
value or around 9 grams of fiber per serving.
"Irregularity is a difficult thing to talk about, so a lot of
work in the category is pretty coy, and rather dull. We realized
that 'expecting' was the perfect metaphor to tackle this issue head
on," explained Jay Benjamin, chief
creative officer at Saatchi & Saatchi NY. "Of course, getting
Michael Bolton to sing a tender love
song to a food baby doesn't hurt either."
This is the first ever Fiber One campaign that has focused on
the effects of not getting enough fiber. This is also the
first time the brand created an original song, written and produced
by Saatchi & Saatchi NY. In addition to the TV commercials and
digital video, which begin airing this week, the campaign will be
supported by more digital advertising, social components with the
#FiberUp hashtag and sampling.
About General Mills
General Mills is one
of the world's leading food companies, operating in more than 100
countries around the world. Its brands include Cheerios, Fiber One,
Häagen-Dazs, Nature Valley, Yoplait, Betty
Crocker, Pillsbury, Green Giant, Old El Paso, Wanchai Ferry, Yoki and more. Headquartered in
Minneapolis, Minn., USA, General
Mills had fiscal 2015 worldwide sales of US $18.8 billion.
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SOURCE Fiber One