Kellogg Unveils Field Redux in Super Bowl Ad

Kellogg’s Frosted Flakes will plug a new sports field renovation program the brand’s ongoing “Earn Your Stripes” youth fitness initiative in a Super Bowl spot.

Kellogg’s “Plant a Seed” ad unveils the company’s effort to renovate 50 fields around the country as part of a long-term renovation program. Adult viewers will be invited to nominate their neighborhood fields for consideration.

As a kick-off to the field renovation plan, Kellogg will refurbish a football field in Tampa this week, aiming to complete the renovation by Jan. 29.

The Super Bowl spot will also push Kellogg’s “Earn Your Stripes” program, which has encouraged kids to stay fit and do their best at sports. The company sponsors the NFL Play 60 youth fitness initiative through the program.

“We anticipate reaching millions of American Families with this national call to action during the Super Bowl and we’re hopeful that parents will log on to the Frosted Flakes Web site to nominate their local field for a makeover,” said Kimberly Miller, vice president of marketing, Kellogg morning foods division, in a statement.

Anyone nominating a field will be asked to explain why the field needs renovation and how that renovation will help the community. Nominations for future renovations can be submitted online until March 31.