The Marketing Millennials What Growth Actually Looks Like at a Legacy Brand with Doug VandeVelde, Chief Growth Officer at WK Kellogg | Ep. 391
Feb 11, 2026
Doug VandeVelde, Chief Growth Officer at WK Kellogg with decades in cereal and brand marketing, discusses why Raisin Bran showed up at the Super Bowl and how fiber became a cultural moment. Short takes cover choosing William Shatner, stretching a big ad into a year-long media plan, spotting early trend signals, and why transparency matters in modern marketing.
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Fiber As The Next Big Health Trend
- Fiber is emerging as the next major health trend after protein, with 95% of people not getting enough.
- Cereal is positioned as the easiest, tastiest way to add fiber to diets, making a Super Bowl message relevant.
Why William Shatner Was Chosen
- Kellogg chose William Shatner because he genuinely believes in fiber and has long history with the brand.
- The creative play on his name and authenticity made him a lighthearted fit for the Super Bowl spot.
Watch Signals To Spot Trends Early
- Monitor consumer signals like survey intent and social search trends to spot rising health priorities.
- If searches and intent for a nutrient rise, align product messaging early before competitors saturate the space.