Fiber One Encourages Americans to #FiberUp

MINNEAPOLIS, Aug. 27, 2015 /PRNewswire/ -- Fiber One today announced that they are partnering with American pop-rock ballad phenomenon, Michael Bolton, on a campaign to get Americans to #FiberUp.  Launching this week, Fiber One hopes to encourage people to eat more fiber with humorous commercials titled "Being Irregular is the Worst" and a video titled "Expecting." Expecting follows a couple as they journey through what appears to be a pregnancy, but is later unveiled as a man living with irregularity. The original song, "I Just Can't Wait to Meet You" performed by Michael Bolton adds a soothing melodramatic backdrop to the comedic video. At the time of release, the video had already received a great response with 11,000 shares and hundreds of positive comments.

"Fiber One is known for having a playful nature and love of music. Michael Bolton, a cultural icon known for his humor, was the perfect match for our lighthearted campaign encouraging Americans to get more fiber," said Julia Wing-Larson, marketing manager for Fiber One. "We want people to know that Fiber One offers a variety of delicious products to help Americans eat more fiber."

A high-fiber diet has many health benefits, including improving digestive health.  Unfortunately, Americans aren't getting enough fiber.  In fact, the Scientific Report of the 2015 Dietary Guidelines Advisory Committee noted fiber was a shortfall nutrient for older adults, where only 4 percent of men and 13 percent of women had a dietary intake of fiber above the recommended intake.  Most Americans average only 15 grams per day and need at least 25 grams.  The good news is that Fiber One chewy bars offer 35 percent of the recommended daily fiber value or around 9 grams of fiber per serving.

"Irregularity is a difficult thing to talk about, so a lot of work in the category is pretty coy, and rather dull. We realized that 'expecting' was the perfect metaphor to tackle this issue head on," explained Jay Benjamin, chief creative officer at Saatchi & Saatchi NY. "Of course, getting Michael Bolton to sing a tender love song to a food baby doesn't hurt either."

This is the first ever Fiber One campaign that has focused on the effects of not getting enough fiber.  This is also the first time the brand created an original song, written and produced by Saatchi & Saatchi NY. In addition to the TV commercials and digital video, which begin airing this week, the campaign will be supported by more digital advertising, social components with the #FiberUp hashtag and sampling.

About General Mills 
General Mills is one of the world's leading food companies, operating in more than 100 countries around the world. Its brands include Cheerios, Fiber One, Häagen-Dazs, Nature Valley, Yoplait, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Wanchai Ferry, Yoki and more. Headquartered in Minneapolis, Minn., USA, General Mills had fiscal 2015 worldwide sales of US $18.8 billion.

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SOURCE Fiber One