A hyper chef is helping Toronto-based Kraft Canada introduce its new Post Selects Cereals brand to the Canadian consumer.

Launching on July 28, the first 30-second spot in a series of three was developed by Toronto agency Ogilvy & Mather; it features an ‘almost hyperactive young chef,’ according to the script, as he prepares a bowl of the new Wild Blueberry Almond Crunch, in front of what appears to be a live audience. The super at the end reads: ‘New Wild Blueberry Almond Crunch Cereal. Serious yum.’ (A similar ad, starring a French-speaking actor, was produced for the Quebec market.)

According to Scott Ellis, category business director, cereals at Kraft, the goal is to get consumers excited about the product. ‘We tried to come up with a scenario where the ingredients come alive on screen,’ he says. ‘The chef is describing what is in each of these cereals, and communicating how excited he is about them.’

There is a strong focus on the fruit in the ad as well, points out Ellis, because the ‘fruit is the hero.’ Each 40-gram serving of Post Selects provides a one-quarter serving of the fruits and vegetables required daily by the Canada Food Guide, he adds, and the cereal is meant to appeal to those time-strapped consumers looking for a healthy, low-fat meal in a box, with a skew towards women.

Package design, by Mississauga, Ont.-based Davis & Associates, also emphasizes the fruit through choice of colour, and gives shoppers an on-pack close-up of the cereal.

Ellis says Kraft launched the new brand because it recognized an opportunity to grow market share, as multimix is the fastest-growing segment in the ready-to-eat cereal category, according to ACNielsen data.

‘Consumers are looking at having it all in their cereal – they want something made with wholesome ingredients that tastes great at the same time. That’s why we developed Post Selects, because it is a balance of those things.’

While Post Selects is also available in the States, this was a completely Canadian launch, and includes different ingredients than those offered to our American cousins, says Ellis.

‘We wanted to make sure the idea of these cereals would appeal to a Canadian audience and that everything we did would be motivating for [them].’

Two follow-up TV ads will introduce the Post Selects Cranberry Almond Crunch and Banana Nut Crunch flavours.

Client: Kraft Canada

Agency: Ogilvy & Mather

Creative Director: Janet Kestin

Copywriter: Brian Sheppard

Art Director: Mike Deitrich

Producer: Brenda Surminski