Raisin Bran Bets Millions on Big Game Debut to Solve America's Fiber Crisis

BATTLE CREEK, MI – January 06, 2026 – In a bold move signaling a major strategic push, WK Kellogg Co announced today that its iconic Kellogg's Raisin Bran® cereal will make its first-ever appearance during the Big Game. The company is leveraging one of the world's most-watched television events to launch a campaign aimed squarely at a widespread public health issue: the American fiber gap. The high-profile ad slot will feature a yet-to-be-named “legendary celebrity talent” alongside the brand’s cheerful mascot, Sunny, in a bid to revitalize the 84-year-old cereal brand and position it as a modern wellness solution.

This marks a significant investment for the newly independent WK Kellogg Co, which spun off from its global parent company in late 2023 to focus exclusively on the North American cereal market. By entering the costly arena of Super Bowl advertising, the company is making a high-stakes wager that it can capture the nation's attention and reframe a breakfast staple as an essential tool for gut health.

A Strategic Play for Gut Health

The campaign's core message is built on a startling and well-documented statistic from the 2020-2025 Dietary Guidelines for Americans: an estimated 95% of Americans fail to meet their recommended daily fiber intake. This nutritional shortfall, often called the 'fiber gap,' has significant implications for digestive wellness and overall health. WK Kellogg Co is timing its message to land when consumers are likely most receptive—in the aftermath of the Big Game, a day notorious for indulgent snacking and heavy eating.

“The Big Game represents peak snacking and indulgent eating and while all foods can fit, it can highlight the consequences of not getting enough fiber,” said Sarah Ludmer, Chief Wellbeing and Sustainable Business Officer at WK Kellogg Co, in a statement. “Fiber is a vital nutrient missing from most diets that helps overall digestive wellness. Our goal is to use this massive platform to educate consumers on the unique role high fiber cereals play in closing the fiber gap from grains.”

With 7 grams of fiber in each serving, Raisin Bran is being positioned as a simple and effective answer to this pervasive issue. The campaign, developed with advertising agency VaynerMedia, aims to playfully address the uncomfortable feeling that can follow a day of celebration, connecting it directly to the benefits of a fiber-rich diet. This move aligns the legacy brand with the booming consumer interest in gut health, a wellness trend that has moved from niche blogs to mainstream consciousness.

WK Kellogg Co's High-Stakes Wager

For WK Kellogg Co, this Big Game debut is more than just an advertisement; it's a declaration of intent. Since becoming a standalone public company, it has faced the challenge of navigating a highly competitive and evolving cereal aisle. Investing in a Super Bowl commercial—where 30-second slots for the 2024 game commanded prices around $7 million—is a clear signal that the company is willing to spend heavily to defend and grow its market share.

The decision to spotlight Raisin Bran, a brand with deep roots dating back to 1942, is a calculated one. Rather than launching a new product, WK Kellogg Co is aiming to breathe new life into a trusted name by connecting its inherent nutritional benefits to a contemporary health concern. This strategy seeks to re-engage existing customers and attract a new, younger demographic focused on wellness.

“Kellogg's Raisin Bran has been a beloved staple of American breakfast tables since 1942, known for its whole wheat and bran flakes and sun-ripened raisins,” noted Doug VanDeVelde, Chief Growth Officer at WK Kellogg Co. “Today, we're leveraging that heritage to address a modern need: America's fiber gap. By pairing our cheerful mascot, Sunny, with an iconic star, we're ensuring our message about the importance of gut health breaks through at a moment when it's more relevant than ever.”

The ad's distribution strategy also reflects a modern approach, combining a traditional regional broadcast buy in six key markets—New York, Los Angeles, Chicago, Grand Rapids, Cincinnati, and Fort Smith—with a national digital rollout across major streaming platforms like Peacock, the NBC Sports app, and NFL+. This hybrid model aims to maximize reach across both linear TV viewers and cord-cutting audiences.

The Power of Celebrity and Nostalgia

Central to the campaign's success will be its creative execution. The company is building anticipation by keeping the identity of its celebrity partner under wraps, describing the individual only as a “legendary talent renowned for enduring vitality and wit.” The use of A-list celebrities is a long-standing Super Bowl tradition, with brands paying top dollar for star power that can cut through the advertising clutter and generate social media buzz. The mystery surrounding the star is a classic pre-game marketing tactic designed to fuel speculation and earn media attention before the ad even airs.

Pairing this modern celebrity appeal with the nostalgic brand character, Sunny the sun, creates a bridge between the brand's past and its future. This blend of old and new is a deliberate attempt to resonate with a wide range of consumers, from those who grew up with Raisin Bran to younger shoppers discovering it for the first time. The campaign’s success will hinge on whether this combination feels authentic and compelling, rather than a forced marriage of brand messaging and star power.

As the Big Game approaches, all eyes will be on WK Kellogg Co. The company is betting that a powerful health message, delivered by a beloved celebrity on the nation's biggest stage, is the right recipe to re-energize a classic brand and prove that even an 84-year-old cereal can be a vital part of the modern wellness conversation.