Could this Record-Breaking, Wild Start to Winter Zap All the Fun Out of Canada?
#TryItHot Mission Aims to Warm Up the Nation
Jan 11, 2018
MISSISSAUGA, ON (January 11, 2018) – Winter mornings are challenging for even the heartiest among us, and this year is sure to test even the most resilient fans of the season. The post-holiday letdown was ushered in by the longest, most frigid cold snap many Canadians can remember. With many experts forecasting more wild weather to come, these dark, dreary and mundane mornings have the potential to zap all the joy out of our fun-loving nation. In fact, a recent survey† by Kellogg’s Mini-Wheats* reveals that more than half of Canadians (55 per cent) agree that winter mornings are boring and mundane. Half are even saying that the monotony of winter weekday mornings negatively impacts their happiness or joy. Kellogg’s Mini-Wheats wants to change that and add some fun into Canadians’ winter mornings.
Kellogg’s Mini-Wheats, championed by its all-Canadian Hot-Milk Man, is launching the #TryItHot mission to brighten mornings. It’s simple: just add hot milk to your Kellogg’s Mini-Wheats cereal and let the welcoming warmth spark a little playfulness and childlike joy in your day. It doesn’t have to be big – dance at the breakfast table, compliment a stranger, make a snow angel – just a little something to perk up your morning. To provide inspiration, Canadians are invited to share an image of their hot milk breakfast and playful morning activities with the hashtag #TryItHot. And in Toronto, watch for the Hot-Milk Man as he appears at fun-filled winter events throughout the city.
The Cold, Hard Facts
Canadians pride ourselves on toughing out the seasons, but sometimes winter just gets us down:
- Nearly 70 per cent of Canadians surveyed hate getting out of bed on cold, dark winter mornings.
- Over half of Canadians surveyed (55 per cent) agree they feel miserable on cold, dark and blustery winter mornings.
- 67 per cent of Canadians surveyed agree that winter mornings are more boring and mundane than any other season.
Warming the Nation, One Bowl at a Time
Now hope – and warmth – can be found in a cereal bowl:
- Nearly half of Canadians (45 per cent) say eating something warm and comforting would bring joy to their boring winter morning.
- Almost half of Millennials (47 per cent) suggest that we should add a little playfulness and fun to our morning.
“Kellogg’s Mini-Wheats cereal and hot milk can be the first step to better and warmer winter days,” says Natasha Millar, Senior Director, Ready to Eat Cereal and Beverages, Kellogg Canada Inc. “It’s an easy and delicious way to enjoy a warm breakfast, and provides a moment of escape to help us break up the cold, winter blahs.”
Made with 100 per cent whole wheat and a touch of sweet, Kellogg’s Mini-Wheats cereal has always believed that Canadians need more playfulness in our lives. The #TryItHot mission is about sparking a lighthearted movement, and the Hot-Milk Man offers a few ideas to get you started:
- Throw a snowball. Not at a person… at a tree or street sign. Flinging that ball of snow simply releases kid-like joy.
- Skip like no one is watching. Even in clunky winter boots, skipping makes you feel silly and free.
- Wave at someone. It doesn’t matter if you know them. Just wave and smile.
In Toronto? Come meet the Hot-Milk Man in his custom #TryItHot truck at Yonge-Dundas Square on Wednesday, January 24 until 10:30am, or, at the Natrel Rink at Harbourfront Centre on Family Day, Monday, February 19 from 10:00am to 5:00pm. And be sure to watch for him in and around Toronto during blustery winter mornings, working to warm up the city.
Resist the urge to let the cold steal your playful nature. #TryItHot this winter and add a little play to your cold, winter day.
ABOUT KELLOGG CANADA INC.
Driven to enrich and delight the world through foods and brands that matter, Kellogg Canada is the leading producer of ready-to-eat cereal in Canada. Every day, our beloved brands nourish families so they can flourish and thrive. These include All-Bran*, Kellogg’s Corn Flakes*, Corn Pops*, Eggo*, Froot Loops*, Kellogg’s Frosted Flakes*, Kashi*, Kellogg's Two Scoops Raisin Bran*, Mini-Wheats*, Nutri-Grain*, Pop-Tarts*, Pringles*, Rice Krispies*, Special K* and Vector*. And we’re a company with a heart and soul, committing to help create 3 billion Better Days by 2025 through our Breakfasts for Better Days global purpose platform. To learn more about our responsible business leadership, foods that delight and how we strive to make a difference in our communities around the world, visit www.kelloggcompany.com. To learn more about Kellogg Canada’s efforts in these areas, please visit www.kelloggs.ca.
* © 2018, Trademark of Kellogg Company used under licence by Kellogg Canada Inc.
† ABOUT THE MINI-WHEATS SURVEY From November 29th to November 30th, 2017 an online survey was conducted among 1,507 randomly selected Canadians who are Angus Reid Forum panelists. Discrepancies in or between totals are due to rounding.