"By playing an active role in managing your digestive health you can also shrug off that sluggish feeling and become energised and renewed enough to really show up for life."

This was the key driver behind the recent launch of the Kellogg's All-Bran 5 Day Promise campaign. The campaign practically demonstrates how making better choices for one's body to attain digestive wellbeing can put one back in control of one's life.

According to Linda Drummond, registered dietician at Kellogg, "Eighty years of research has shown that natural wheat bran fibre is one of the best cereal fibre choices to promote regularity, producing a noticeable difference within five days. Digestive discomfort can have a significant impact on how we live our lives distracting us from living in the moment."

The Kellogg's 5 Day Promise is designed to motivate consumers to take control of their digestive health by regularly incorporating Kellogg's All-Bran, which is high in natural wheat bran fibre, into their breakfast selection. The campaign is centred on the idea that, with Kellogg's All-Bran's quick and simple solution to help ensure digestive wellbeing, consumers are able to feel All-Bran new in only five days without impacting on a busy lifestyle. "Achieving a physically light, energised sense of being allows you to actively participate in and fully engage with life at every opportunity," continues Adapa.

To further encourage consumers to try out the promise for themselves, Kellogg's All-Bran has introduced a 200g 5 Day Promise trial pack, which is available from select Pick n Pay stores nationally, at a recommended selling price of R12.99.

As a vehicle to highlight and reinforce the physical and emotional benefits achieved from managing digestive health, Kellogg's embarked on a 5 Cities for 5 Days activation. The activation, which officially kicked off on Monday, 19 January, ran over a two-week period and directly engaged over 9 000 advocates via 40 activations simultaneously occurring across five cities.

A small focused group of 50 early adopters were identified in each of the five participating areas including Protea Glen, Soweto, Mamelodi, Pretoria, Umlazi, Durban, Khayelitsha, Cape Town and Cleary Park in Port Elizabeth.

The participants were hosted at pop-up breakfast stalls on each of the five days ensuring a tasty Kelloggs All-Bran start to the day. This also provided an opportunity to highlight the various ways that All-Bran can be prepared and incorporated into the breakfast repertoire. After experiencing the benefits achieved from taking part in the 5 Day Promise, the participants were each encouraged to invite five friends to a celebration, hosted at a mall in the relevant areas. These 250 new influencers were introduced to the 5 Day Promise and received a trial pack to try out over the following week. The activation culminated on Saturday, 31 January when the initial participants joined their friends, who have now each brought along an additional five friends to present to the Kellogg's 5 Day Promise and reap the benefits.

Each event was hosted by an MC who together with a DJ and the All-Bran dancers, demonstrating their skip-step dance, kept the energy high and the participants entertained during the lively events.

"The 5 Cities for 5 Days activation provides an ideal opportunity to kick-off the overall campaign as it directly engages core consumers with a minimum effort, real-world opportunity to experience the All-Bran Promise for themselves. We know with certainty that participants who actively try out Kellogg's All-Bran for five days will feel a definitive shift and lightness within this period. The immediate feedback of the participants, after only a week, provides credible, positive accounts of their personal experience. The phased approach we have adopted ensures that participants have the opportunity to form their own opinions and only then recommend it to their family, friends and community. We look forward to following the journey, specifically, of the initial participants in the different regions and capturing their reactions to the Kellogg's All-Bran 5 Day Promise," says Adapa.

The All-Bran Promise campaign will be supported, at different intervals, by a fun and energetic television commercial, which visually demonstrates how including Kellogg's All-Bran into one's breakfast line-up can help put a skip in one's step. In addition to a radio campaign, magazine awareness, digital and mobile platforms - including Facebook and Mxit - as well as in-store media and point-of-sale all designed to reinforce the Feel All-Bran new messaging.

For more information visit the Kellogg's All-Bran website.