Special K Challenge helping people get back on track after holiday indulgences

Perhaps it was too many holiday treats. Or an extra helping of turkey and mashed potatoes.

Overindulgence and the holidays often go hand in hand. But now that the New Year has arrived, many of us are experiencing a reality check from all those holiday indulgences.

"We often have a 'wake-up call,' such as needing to loosen the belt buckle, that reminds us it's time once again to eat right and exercise," says Jesper Lund Jacobsen, Brand Manager, Special K. "And like it or not, sometimes a wake-up call is just what we need to kick-start a healthier lifestyle."

A great first step to getting back on track, Jesper continues, is starting the Special K Challenge.

"The Special K Challenge isn't just for our consumers," Jesper says. "It's an easy way for our employees to lose six pounds in two weeks as well."

With a wide variety of products to choose from, including new Special K Blueberry cereal and Special K Crackers, it's easier than ever to snack smart and keep weight management on track. To design your own plan, log onto www.SpecialK.com.

Employees are also encouraged to sign up for the Feeling Gr-r-reat program's annual weight-loss competition, which this year is known as the Healthy Weight Challenge.

The Special K brand is once again serving as the program sponsor, and participants will receive a complimentary bag full of delicious Special K products.

Special campaign

The brand is also encouraging our consumers seek a healthier lifestyle in 2009 by taking part in the Special K Challenge and submitting their own wake-up calls online at www.SpecialK.com.

An integrated advertising campaign kicked off New Year's Eve in Times Square with large, Special K-themed billboards counting down to midnight on the NASDAQ and Reuters buildings. Those celebrating New Year's in Times Square were also able to text in real-time messages about their wake-up, which were then posted to the billboard on the NASDAQ building.

"This is our biggest and strongest campaign surrounding the Special K Challenge and the New Year's resolution season," Jesper says.

The Times Square billboards will be complemented throughout the month of January with several print, digital and TV ads.