Podcast Summary: The Marketing Millennials – Ep. 391

Title: What Growth Actually Looks Like at a Legacy Brand with Doug VandeVelde, Chief Growth Officer at WK Kellogg
Host: Daniel Murray
Guest: Doug VandeVelde, Chief Growth Officer at WK Kellogg
Date: February 11, 2026

Episode Overview

This episode features a candid conversation between Daniel Murray and Doug VandeVelde, Chief Growth Officer at WK Kellogg, focusing on Kellogg’s bold move to feature Raisin Bran in a Super Bowl ad for the first time. They dive into the rationale behind this decision, the emerging health trends driving it, the creative strategy with William Shatner, and the evolving landscape of legacy brand marketing. Doug also shares insights into managing iconic cereal mascots, using the Super Bowl as a launchpad for yearlong campaigns, and his perspective as a growth leader at a major company.

Key Discussion Points & Insights

1. Why Raisin Bran and Why Now?

Emerging Health Trends & Super Bowl Timing

• Fiber as the Next Big Thing: Doug emphasizes the cultural and dietary shift towards fiber, which is becoming as sought-after as protein.
  • “Fiber is the next big health trend… 95% of people don't get enough fiber.” (Doug, 02:21)
• Strategy for Maximum Impact: The Super Bowl was chosen as the perfect venue to reach a wide audience and kick off this new health-centric messaging.
  • “If you need to reach 95% of people with a message that's highly relevant, where do you go? You go to the Super Bowl.” (Doug, 02:56)

2. The William Shatner “Will Shat” Campaign

Returning to a Legacy Spokesperson for a Playful Message

• Shatner’s Connection: William Shatner previously appeared in Kellogg’s fiber ads 25 years ago. He’s a genuine believer in the product.
  • “William Shatner loves Kellogg, loves Raisin Bran, really believes in the importance of fiber.” (Doug, 03:50)
• Humor and Education: The “Will Shat” pun helps deliver an important (and slightly cheeky) message about the benefits of fiber, making gut health accessible and fun.
  • “The notion of using William Shatner… as a play on words helps us tell the fiber story in a fun and funny way.” (Doug, 04:35)
• Creative Collaboration: Shout outs to Vayner Agency for concept execution and the importance of authenticity in influencer partnerships.

3. Measuring Success from the Super Bowl Ad

KPIs & The Extended Campaign

• Engagement as the First KPI:
  • “Super Bowl these days, it's an ecosystem of screens... The first KPI is engagement, and we’ve seen tremendous reaction.” (Doug, 07:16)
• Changing Sentiment: The goal is to get people to think more about fiber and consider Raisin Bran.
• Sales & Yearlong Movement: The Super Bowl is just the start of a year-long activation, with follow-ups during the Olympics and ongoing messaging.
  • “This is... the Super Bowl is the kickoff to a yearlong push on fiber. It isn't the end, it's the start.” (Doug, 07:52)

4. Brand Mascots and Emotional Connection

• Sunny the Raisin Bran Mascot: Doug talks about the value of mascots (Tony the Tiger, Toucan Sam, Sunny), and how Sunny is being more prominently featured to spread optimism and joy.
  • “Sunny as the mascot for Raisin Bran… brings a sense of optimism, a sense of joy. Things that are kind of elusive in today's world.” (Doug, 10:13)
• New Initiatives: Introduction of a Sunny costume for the first time; increased mascot visibility in campaigns.

5. Building the Campaign: Planning and Execution

• Advanced Planning: Initial strategy began at least six months in advance, with intense creative work in the last three months.
• Cross-Brand Activation: The fiber push will also spotlight Mini Wheats and All Bran throughout the year, each with its own Shatner spot.
  • “Mini Wheats and All Bran will also have a William Shatner spot… It's three brands that are really going to lead this fiber movement.” (Doug, 12:12)

6. Super Bowl Media Buying & Strategic Placement

• Media Buy Decisions: Worked with Starcom and NBC to select optimal slots on both linear and streaming platforms. Kellogg purchased spots right before halftime for maximum attention.
  • “We're in the streaming as well… in the streaming service, we're going to be right before halftime.” (Doug, 14:03)
• Deal Structuring: Leveraged both Super Bowl and Olympics ad buys for year-round momentum.

7. Legacy Campaign Favorites

• London Olympics “Proud Sponsor of the Start”: Doug’s favorite previous campaign highlighted Kellogg as the starting point for athletes and viewers.
  • “Our premise was that, hey, the finish gets all the glory, but it all happens at the start.… Kellogg’s: The Start.” (Doug, 15:25)

8. The Evolving Cereal Category & What’s Next

• Resurgence Predicted: Doug forecasts renewed relevance thanks to cereal’s unique position at the intersection of taste, health, and value.
  • “Cereal is ready for resurgence. It's ready to get squarely on trend.” (Doug, 16:27)
• Focus on Simplicity: Many cereals have surprisingly few, natural ingredients. Messaging aims to re-educate consumers.
  • “Frosted Flake has four ingredients. And people when they hear that… they're looking for clean labels, no chemicals.” (Doug, 16:48)
• Synergy of Protein & Fiber: Marketing the classic cereal-and-milk combo as a balanced foundation for modern diets.
  • “Combination of cereal and milk brings the protein and fiber that you need… those two things work in a synergistic way for your health.” (Doug, 18:38)

9. The Role of a Modern Chief Growth Officer

• Integrated Leadership: Doug oversees marketing, e-commerce, R&D, and analytics—focusing on end-to-end innovation and consumer insight.
  • “The idea is to bring all those groups together so everyone's moving in the same direction to really drive ideas and drive growth.” (Doug, 19:24)
• Close Collaboration with Product Development: Example of Kashi Go restage, aligning product benefits with consumer desires from the outset.

10. Marketing Philosophy & Final Thoughts

• Transparency Above All: Doug’s “marketing hill” is about honesty and humanity in messaging.
  • “If you're a brand that is transparent and you're real and you're human and you're fact-based, I think that wins the race in the long term.” (Doug, 23:04)
• The Importance of Social Amplification: Super Bowl spots are distributed and kept alive through strong, reactive social campaigns.
  • “People think William Shatner and Raisin Bran are both national treasures… the response has been amazing.” (Doug, 23:42)

Notable Quotes & Memorable Moments

• On Choosing William Shatner:
  “William Shatner really believes in the importance of fiber. He loves Kellogg, he loves Raisin Bran.” (03:50 – Doug)
• On Humor as a Tool:
  “We wanted to tell the fiber story in a way that just puts a smile on people’s face.” (03:34 – Doug)
• On Planning for a Cultural Pivot:
  “For the first time, the same percent of people were trying to get more fiber in their diet as trying to get more protein.” (05:34 – Doug)
• On Industry Positioning:
  “Cereal is actually more simple than you think. A lot of our cereals only have four ingredients.” (16:48 – Doug)
• On Integrating Functions as Chief Growth Officer:
  “I spent a lot of time working at the intersection of products and ideas and insights and the team, you know, we work together to try and find ways to really break through.” (19:24 – Doug)
• On the Power of Transparency:
  “If you're a brand that is transparent and you're real and you're human and you're fact-based, I think that wins the race in the long term.” (23:04 – Doug)

Timestamps for Key Segments

• 01:17 — Doug introduces himself and background at Kellogg
• 02:21 — Why the focus on fiber and Super Bowl timing
• 03:28 — Why William Shatner? The “Will Shat” campaign
• 05:34 — Consumer insights: Fiber demand rivaling protein
• 07:16 — KPIs for Super Bowl campaign & yearlong strategy
• 09:59 — The role of mascots, Sunny’s renewed visibility
• 11:53 — Planning and executing a year-long fiber campaign
• 13:40 — Inside the Super Bowl media buy decision process
• 15:11 — Doug’s favorite past Kellogg Olympic campaign
• 16:27 — Where cereal is heading in the next decade
• 18:59 — The Chief Growth Officer’s role at Kellogg
• 23:04 — The marketing “hill to die on”: Transparency
• 23:42 — The ripple effect of the Super Bowl ad & social media

Conclusion

Doug VandeVelde reveals how a classic brand like Kellogg’s reinvents itself for today’s marketing landscape—boldly bringing fiber back into the conversation via a playful, celebrity-filled Super Bowl campaign. The episode highlights the importance of reading cultural signals, crafting long-term integrated campaigns, and maintaining brand authenticity. Doug’s leadership philosophy and behind-the-scenes strategy offer actionable insights for marketers at any scale.

For further insights, follow Daniel Murray and The Marketing Millennials across their platforms, and don’t miss the “Will Shat” ad if you want a masterclass in turning legacy products into cultural moments.