Vector is going after everyday athletes to build forward momentum in a cereal category that’s continued to be in decline.

A new campaign for the Kellogg brand by long-time AOR Leo Burnett celebrates sports in all its average glory, with amateur hockey and rugby players keeping smiles on their faces as they get slammed into the boards or trapped between an opponent’s sweaty thighs.

According to Kellogg’s VP of marketing Emma Eriksson, it’s all about celebrating sports and athletes, especially unsung, recreational league ones, who play for the love of the game.

Steve Persico, co-CCO at Leo Burnett, tells strategy Vector continues to be one of the more successful products in Kellogg’s portfolio.

According to Stats Canada numbers, breakfast cereal consumption has been on a steady decline, mirroring sales drops that have happened in several markets over the last decade. Kellogg said in its Q4 financial results that its North American cereal sales were recovering, though that was from lows experienced following a labour dispute and a fire at one of its manufacturing facilities. Cereal is also a category primed for cutting by cost-conscious Canadians: according to fall inflation numbers, the category, along with fresh fruit and baked goods, is among the most affected by inflationary pressures.

However, Vector has bucked that trend with recent growth and adult-oriented positioning, something the current campaign is intended to build on as ready-to-eat cereal remains a ubiquitous breakfast option for everyday Canadians.

Vector has found recent success shifting away from high-performance athletes who exercise everyday, or pros like Vince Carter the brand was once linked to, to the more casual player. Accessibility is something the brand has built on further since Vector overhauled its packaging in 2021.

“We developed this idea around ‘when sports call, be ready'” Persico says. It’s about moments in the day when athletic endeavours pop up. Hence, “The Glory of Sports” campaign comes as an extension of the brand’s ongoing platform to fuel Canadians of all stripes with protein, vitamins and minerals.

Vector is the least family-oriented of Kellogg’s products, Persico says, noting that it is more of a mindset it’s trying to go after, rather than a specific demographic.

Strategy, creative development and execution for the campaign was led by Leo Burnett Toronto, with production by Colossale and animation by Tonic DNA, French adaptation by Martel & Cie and media by Starcom.

In January, Kellogg announced a product SKU addition, a Vector Apple Cinnamon Crunch cereal, along with other innovations spanning multiple categories from protein bars to Pringles potato chips.