Kellogg’s® Vector® encourages Canadians to exercise in real life

Classified in: Sports and leisure
Topics : Childhood, New products and services, DEI

MISSISSAUGA, ON, June 24, 2024 /CNW/ – With the growing popularity of online sports video games, Canadians spend more time on virtual fields than on the real field. With the aim of promoting an active lifestyle, the Kellogg’s brand® Vector® partners with renowned video game players and athletes to encourage Canadians to put down their gaming controllers and reignite their passion for physical gaming through its campaign Become your player. This initiative will invite Canadians to embody their digital characters in the real world and receive a free box of Vector products®.

Canadians love to perfect the appearance of their video game players, adorning them with the best jerseys and digital gear until they look like the athletes they aspire to become. To encourage people to engage in sports activities in real life, the Kellogg’s brand® Vector® teamed up with Andrew Telfer, aka Nasher, hockey player, YouTuber, and Twitch creator. After discovering a passion for online hockey, he now practices the sport in the real world, striking a balance between virtual and physical activity. This summer, Nasher wants to inspire Canadians to get off their couches and embody their sports video game character in reality.

“Playing sports video games is fun, but at Vector®we know there’s nothing like the thrill of playing sports in real life, whether it’s scoring goals or making epic plays,” says Jeff Chattertonhead of marketing at Canada, WK Kellogg Co. “With the Be Your Gamer campaign, we want to remind everyday athletes of that joy, giving them the chance to win their video game character’s sports gear and encouraging them to embody their game character on screen to play the sports they love, for real! »

As part of the campaign Become your playerNasher as well as key Canadian influencers including coach and firefighter Jahmeek Murray, Adrian Solimanvideo game player and basketball commentator, and Hope Agbolosoovideo game player and fitness coach, will become the real-life version of their game character and Vector® will feature this transformation in its latest ad. The campaign will also include a live stream on Twitch, promoted by Nasher, inviting Canadians to participate in this movement.

To enter the competition, Become your player, Canadians are invited to share a photo of their sports video game character that they created themselves on Instagram or Facebook by tagging @Vector OR by uploading a photo of their character online at All participants will receive a coupon for a free box of Vector products® and will have the chance to win the equipment used by their character up to a maximum value of $1000 CAN.?

The Vector® campaign Become your playercontinues the brand’s ongoing platform to fuel Canadians’ passion for an active lifestyle. Campaign strategy and creation was led by Leo Burnett Toronto, media buying by Starcom and PR communications by MSL Canada.


At WK Kellogg Co, we bring the best to everyone, every day, through our trusted foods and brands. Our journey began in 1894, when our founder WK Kellogg reimagined the future of food by creating Corn Flakes, changing breakfast forever. Our portfolio of iconic brands includes Frosted Flakes®Rice Krispies®Froot Loops®,Kashi®Special K®Kellogg’s Raisin Bran® and Bear Naked® by Kellogg. Found in the majority of homes across North America, our brands play a key role in improving the lives of millions of consumers every day, by fostering a strong sense of physical, emotional and societal well-being. Our brands’ beloved characters, including Tony the Tiger® and Toucan Sam®, represent our deep connections to the consumers and communities we serve. Through our sustainable business strategy –Nourishing HappinessTM— we aim to build healthier, happier futures for families, children and communities. We make a positive impact, while creating food that brings joy and nourishment to consumers. For more information about WK Kellogg Co and Nourishing Happiness, visit

? NO PURCHASE NECESSARY. Open to residents of Canada having reached the age of majority. Starts June 24, 2024 at 12:00 p.m. ET and ends August 26, 2024 at 11:59 p.m. ET. Twelve (12) prizes are available, each consisting of equipment worth a maximum of $1,000 CAD (chosen by the Sponsor, in its sole and absolute discretion), based on the equipment depicted in the character of the winning entry applicable. For greater certainty, the total value of the Equipment awarded as part of a Prize must not exceed $1,000 CAD (regardless of the total value of the Equipment represented in a winning entry). Odds of winning depend on the number and quality of eligible entries. A mathematical skill-testing question is required. Each entrant who receives a valid Contest entry will also automatically be eligible to receive one (1) Vector-branded digital coupon code, while supplies last (subject to applicable coupon terms and conditions). Limit one (1) coupon per person per account. The complete rules of the competition and the terms of participation can be found on the website.

Kellogg's Vector Logo (CNW Group/WK Kellogg Co)

SOURCE WK Kellogg Co

These press releases may also interest you

at 12:00

Three athletes – Brianna Hennessy, Erica Scarff and Mathieu St-Pierre – have been nominated to compete for Canada in the sport of paracanoeing at the Paris 2024 Paralympic Games, the Canadian Paralympic Committee and Canoe Kayak announced Monday…

at 10:37

Dar Global, the London-listed international luxury real estate developer, is pleased to announce the award of the infrastructure contract for the first phase of AIDA, an urban development…

at 10:37

Hisense, a global home appliances and consumer electronics brand, is celebrating its third successive partnership with the UEFA European Championship™ while organizing a series of offline fan engagement activities by…

at 09:32

As the UEFA EURO 2024tm tournament enters its second week, Hisense, a leading global home appliance and consumer electronics brand, continues to fuel excitement with its electrifying ‘Beyond Glory’ campaign. .

at 09:29

As the UEFA EURO 2024TM tournament enters its second week, Hisense, a leading global home appliances and consumer electronics brand, continues to generate excitement with its campaign…

at 09:23

Last night, Friday June 21, the week of Vans’ takeover of Paris culminated with a party merging the energy of Paris Fashion Week, Go Skateboarding Day and Fête de la Musique, to achieve a epic level….

Press release sent on June 24, 2024 at 08:00 and distributed by:



PREV Business climate and policy convergence: two new appointments at Mohcine Jazouli
NEXT Belgium, legislative elections, mask… what to remember from Kylian Mbappé’s press conference before the round of 16