How Raisin Bran Owned the Super Bowl After a 15-Year Hiatus | JP Severin of WK Kellogg Co

After more than a decade away from the Big Game, WK Kellogg Co’s Raisin Bran made a historic—and hilarious—return for Super Bowl LX. Cassie is joined by JP Severin, Brand Manager at WK Kellogg Co, to pull back the curtain on the "Will Shat" campaign. Starring the legendary William Shatner, the campaign tackled America’s "fiber gap" by blending sci-fi nostalgia with irreverent bathroom humor. JP breaks down the decision to forgo a traditional national linear buy in favor of a tactical, streaming-first approach on Peacock and NFL+, and explains how the brand used "staged" paparazzi stunts to build organic hype weeks before kickoff.

Key Takeaways:

// Why Raisin Bran chose the Super Bowl's massive scale to address the fact that 95% of Americans are fiber-deficient—turning a "boring" health stat into a high-stakes marketing mission.

// How humor, wordplay, and a 94-year-old icon were used to destigmatize gut health and make fiber an accessible, talkable topic for a broad audience.

// The data-driven "why" behind prioritizing Peacock, NBC Sports, and NFL+ over a traditional national TV spot to reach a younger, digitally-native demographic.

// A look at the VaynerMedia-led "pap walks" that put William Shatner in the news cycle weeks before the ad aired, proving that the Super Bowl is now an "ecosystem of screens."

// How a massive company like WK Kellogg Co remains agile enough to execute social-first stunts that feel authentic and timely.

// JP’s advice for Millennial and Gen Z marketers on the one "non-textbook" skill required to manage iconic household names in 2026.

Connect with JP: LinkedIn

Watch the Campaign: YouTube

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