Through an elite-sports lens, athletes are often seen as early risers, jumping out of bed for runs and training sessions before the break of dawn. But for those competing at a recreational level, the action can come much later. Enter Kellogg’s Vector’s “Night Leaguers.”
A new campaign from the high-protein cereal brand and Leo Toronto taps into the insight that as recreational sports participation has grown and demand for facilities has increased, prime-time access to ice, courts and fields has become harder to come by. “Night Leaguers” expands Vector beyond typical breakfast usage, positioning it as a way to fuel up later in the day. A video spot uses authentic doorbell-camera footage to capture athletes heading out with hockey bags, cleats and other sports gear while their neighbourhood settles in for bed.
“Night Leaguers are the kind of athletes who don’t let a late start stop them from playing,” said Jeff Chatterton, head of marketing at WK Kellogg Canada. “They find time for the sports they love.”
Image courtesy of Kellogg’s Canada
Creative spans online film, out-of-home, social and experiential, including pop-up giveaways at select Jam Sports night games in Toronto from Aug. 10 to 14. Starcom is handling media and MSL is supporting influencer activations.
As part of the launch, Kellogg’s has also introduced limited-edition green-and-black Night Vector packaging and is offering a complimentary product to those who submit doorbell-camera footage or other proof of their after-dark sporting pursuits through a campaign microsite.
Leo Toronto creative director Dylan Wagman says the launch builds on the brand’s sports positioning by recognizing a community that has largely gone unseen.
“When you get a late game, prying yourself off the couch isn’t easy,” Wagman said in a release. “We wanted to give this community a name and highlight the commitment behind every game after dark.”
