News Releases

Skills competition benefits charities including the Colorectal Cancer Association of Canada

Toronto, ON – March 16, 2004 – Kellogg Canada, together with actor William Shatner,
pitted some of the city’s hottest fire fighters in a head-to-head skills competition today to kick-start the second All-Bran* Two Week Challenge.

The Kellogg’s* All-Bran* Two Week Challenge is a national challenge designed to increase awareness about the overall benefits of fibre and encourage Canadians to improve their overall health by increasing their daily fibre intake with just a ½ cup of All-Bran Original* cereal a day. The event also marked the launch of a humourous advertising campaign featuring Shatner moving into a fire hall with unsuspecting fire fighters to help them add more fibre to their diets.

From tire tromps, to body crawls, to the burlap bamboozle, a group of Toronto fire fighters rose to the challenge as they raced against themselves, their opponents and the clock while skillfully carrying a ½ cup of All-Bran* throughout the challenge. On behalf of the winning team, Kellogg’s donated $5,000 locally to the Ross Tilley Burn Centre in Toronto and matched that with a national donation of $5,000 to the Colorectal Cancer Association of Canada to underscore the importance of a high-fibre diet in preventing this deadly disease.

It is generally recognized that a diet high in fibre is not only a way of promoting regularity, but is also good for your overall health. In fact, two studies published in the Lancet medical journal in May 2003, have shown that a high-fibre diet may prevent colon cancer. Fibre is also good for your mental health. A 2002 study from Cardiff University claimed that people who consumed a high-fibre diet were happier, more energetic, and more mentally responsive compared with people who consumed a lower-fibre diet.

“We know that Canadians are not getting enough fibre in their diets and we also know that fibre plays a critical role in reducing certain cancers,” said Jennifer Hurlbut, Associate Director, Marketing, Kellogg Canada. “With the help of William Shatner, Kellogg’s is once again committed to raising awareness about the overall benefits of a high-fibre diet. Our competing fire fighters know exactly what it takes be on top of your game and lead healthy lifestyles – it’s all about incorporating ½ cup of All-Bran into your daily routine despite the challenges.”

With just a ½ cup of Kellogg’s* All-Bran Original* cereal every day, consumers can increasetheir fibre intake by 12 grams, which is almost half of the daily fibre requirement recommended by Canada’s Food Guide To Healthy Eating (25 grams for women and 38 grams for men). The combination of a ½ cup of All-Bran Original* cereal in conjunction with other high fibre foods, such as certain vegetables, fruits and legumes, is a balanced approach to meeting daily fibre requirements.

The Kellogg’s* All-Bran* Two Week Challenge is supported by a high-energy, creative
advertising campaign in both English and French, created by Kellogg Canada and Leo

The four new television advertisements, to air in English Canada, feature William Shatner moving into a fire hall with a team of unsuspecting fire fighters and leading them through the Challenge for two weeks. Shatner promises that they will feel “good” by the end of his stay.

Each ad will run consecutively for one week only, for a total of four weeks beginning March 15, 2004. The ad campaign is also supported on-pack, in-store, via web and public relations. This campaign marks the second time that Kellogg Canada has worked with the Hollywood celebrity.

Kellogg Canada
Founded in 1906, Kellogg Canada is the leading manufacturer of ready-to-eat cereal in Canada. In addition to providing nutritious, high-quality foods, Kellogg Canada is committed to educating consumers about nutrition through responsible packaging, brochures, advertising and symposia developed with the scientific and medical communities. For more information, visit the Kellogg Canada web site at

* Trademark/Registered trademark of Kellogg Canada Inc.