Kraft Foods is launching a new product, belVita Breakfast Biscuits, positioned as a brand new breakfast option for Americans. belVita Breakfast Biscuits are baked with whole grain that is said to provide nutritious sustained energy that lasts all morning.
Photo: belVita Breakfast Biscuits
The belVita Breakfast brand launch campaign features commercials directed by Miguel Arteta (auteur of Cedar Rapids and The Good Girl) with a slogan ‘Power Up, People.’ It will appear during the February 5 football pre-game show. The spots feature a couple of small town cops who power up every day with belVita Breakfast.
The brand also partners with cultural tastemakers and launching a nationwide sampling effort. The first samples are being delivered to police officers across the country. They use the obtained energy to serve and protect their local citizens.
Another part of the campaign is called ‘Power Up Pros.’ It’s a group of active individuals including Meagan Cignoli, fashion photographer, Luke Holden, owner of Luke’s Lobster and Katie Rodgers, fashion designer and illustrator. The Pros are creating inspirational content that illustrates their take on the belVita Breakfast lifestyle.
The brand has teamed up with the National Association of Police Organizations (NAPO) to ship the first belVita Breakfast samples to 128 police groups across the nation this week. Local police officers will have the chance to try the breakfast biscuits before they hit store shelves on February 6. Kraft Foods will also distribute over 16 million free samples of belVita Breakfast Biscuits to consumers across the country.
Each individual package of four crunchy biscuits is portioned for breakfast, has 20g whole grains per serving and provides a good source of fiber and four B vitamins. It contains no artificial flavors or sweeteners.
Kraft Foods introduced its first breakfast biscuits in France over a decade ago and now sells belVita biscuits in more than ten countries including Belgium, Czech Republic, Portugal, Hungary, Poland, the United Kingdom and Brazil.
