The "Feel great in a fortnight challenge" highlights the health benefits of fibre. It will invite consumers to eat All-Bran for breakfast every day for two weeks to see if they can feel the difference. In the ads, by Leo Burnett, Shatner will be shown moving in with a family to get them to take part.
The challenge will become a major facet of Kellogg's strategy to promote All-Bran, whose range will be boosted by the introduction of a variant called All-Bran Bran Flakes Yoghurty.
Bran Flakes and Sultana Bran will be rebranded under the All-Bran banner to maximise the reach of the campaign. The company also makes All-Bran Original and All-Bran Apricot Bites.
In May, as part of Kellogg's programme to promote a healthy lifestyle, it launched the "10,000 step challenge" in partnership with the Walking for Health Initiative for its Special K brand. Members of the public were challenged to clock up 10,000 steps, the equivalent of four miles.
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