Kellogg’s Vector wants to get people off the sofa.

The new campaign, developed by longtime agency partner Leo Burnett Canada, once again has everyday amateur athletes in its crosshairs. But instead of finding joy in grassroots sports’ less glamorous moments, it’s reaching them a bit earlier, asking would-be players to get out on the field (or rink, or court, or track) in the first place by cancelling a streaming service to reignite their passion for playing sports and leading a more active life.

“We’re still grounded in the everyday athlete,” says Steve Persico, SVP and creative director at Leo Burnett. He explains to strategy that this work is following the line of think from its “Off the Couch” campaign, where the CPG converted fabric from couches into a line of gym bags. It’s about rather freeing oneself from the “shackles” of all kinds of content that is competing for people’s attention and just getting out more, Persico says. “The strategy is very much the same.”

To back up the campaign message, Canadians who upload proof of their subscription cancellation to a campaign microsite will receive a coupon for a free Vector product. They will also be entered into a contest for a chance to win one of three pre-paid gift cards valued at $2,500 each to be used to purchase sports gear.

Persico says it’s one thing to have a real brand purpose, it’s another to do something actionable around it. With contesting, he says, any time you ask someone to do something, it’s great to offer a reward. “It’s just a way of having a two-way conversation.”

In the summer of 2021, Kellogg retooled its Vector brand to be less performance-centred and more oriented to anyone who enjoys being active.

Running online now, with social and digital video ads driving to the website for more details, media buying is by Starcom and PR communications by MSL Canada. Outside of the hero spot and contest, the brand is also enlisting the help of a professional, the Toronto Maple Leafs’ Morgan Rielly, for a PR push.