Download Healthy Investments Media Pitches In-store or external media outlets

Healthy Investments Media Pitches
In-store or external media outlets are an effective way to promote your company’s health and
wellness programs, provide healthy living tips and solutions to current customers, and attract
new shoppers. The following ideas are extensions of two of the Healthy Investment articles in
this toolkit. Use them to deliver internal or external media spots to enhance your reputation as
a savvy communicator of nutrition insights. They include a pitch you can make to internal
partners or local television news and radio outlets as well as talking points to use during the
segment.
Nutrient Rich Mornings
The Pitch:
Making healthy choices involves getting the best nutrition possible for
the calories in the foods we eat. This is especially important as we age,
as while our calorie needs decrease as we age, our nutrient needs
remain about the same. This media segment will introduce your
viewers to the concept of “nutrient-rich” foods, and discuss options
that add good nutrition to breakfast – the most important meal of the
day.
Talking Points for Live
Media Segment:
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Consumers often talk about counting calories, but it’s really the
quality of the calories that count. This is the concept of “nutrientrich” foods.
Focusing on nutrient-rich options is especially important as we
age, as while our calorie needs decrease as we age, most of our
nutrient needs remain the same.
Today, I want to talk about some nutrient-rich breakfast choices.
Breakfast is such an important meal as after 8-12 hours without
eating, our bodies are ready to refuel.
Some choices to make at breakfast to get the best nutrition for the
calories include:
o Cereals. This category not only has many positive
nutrients, but is often limited in the nutrients we want to
consume less of, like fat and sodium, also important when
considering what foods are nutrient-dense. Cereals like
Kellogg’s® Frosted Mini Wheats® offer whole grains and
fiber with no sodium, saturated or trans fat. Today’s
consumers are looking for more protein at breakfast. A
serving of cereal combined with a cup of skim milk provides
the protein people are looking for to help rebuild, and the
grains we want to recharge. Look for our in-store display of
cereals that help you make a healthy investment in your
future.
o Dairy. Ninety-five percent of cereal is eaten with milk1,
which contains calcium and vitamin D, nutrients of concern
for women and everyone as they age. Other dairy foods
like yogurt and cheese also offer calcium.
o Vegetables and fruits. Berries of any kind contain a variety
Visuals and Product
Samples for Live
Media Segments:
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Reference
1
of nutrients important to good health – vitamin C, fiber,
antioxidants. They’re ideal for adding to cold or hot
cereals, for smoothies, or as a breakfast side dish. Dark
green leafy vegetables like spinach (<10 calories per cup)
and kale (35 calories per cup) are nutrition powerhouses,
and can be added to egg white omelets or smoothies. They
also work well when juicing. Avocado (115 calories per half
cup) is a natural source of healthier fats, and can be used in
the same way as leafy greens.
o Nuts. Add them to hot or cold cereals, in yogurt parfaits,
or simply grab a handful with a piece of fruit on the way
out the door. Nuts have protein, fiber, healthier fats, and
150-200 calories per ¼ cup.
o Omega-3 Sources. Consumers are looking for functional
benefits from their breakfast foods. You can get omega-3
fats, a “good” fat, by adding fatty fish like salmon (110
calories in 3 oz.) to a whole wheat bagel with a light smear
of cream cheese or to scrambled eggs. Kellogg’s Raisin
Bran® with Omega-3, flax or chia seeds are other options to
add omega-3 to nutrient-dense breakfasts.
Equipment: cereal bowl, juicer and/or blender
Cereals: Kellogg’s Frosted Mini Wheats® and Raisin Bran® with
Omega-3
Dairy: plain Greek yogurt and skim milk
Vegetables and Fruits: kale, spinach, avocado, berries
Other foods: Salmon, nuts
Ready-to-Eat Breakfast Cereal Consumption Enhances Milk and Calcium Intake in
the US Population. Song, WO, OK Chun, J Kerver, S Cho, CE Chung, S Chung. J. Am
Diet Assoc. 2006; 106: 1783-1789.
Breakfast: The Full Meal Deal
The Pitch:
The Baby Boom generation, nearly 80 million strong nationwide and a
key influencing force in your market, often wakes up feeling tired and
needs fuel for their day ahead. Consumer research shows that
Boomers today are experimenting to add variety at breakfast and
ensure their day starts with a balanced meal. This media spot brings
refreshing new ideas to your viewers to accomplish these goals.
Talking Points for Live
Media Segment:
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USDA’s MyPlate, which translates the recommendations from the
2010 Dietary Guidelines for Americans into practical eating tips,
doesn’t fit breakfast quite right as most of us start our day with a
bowl. Kellogg’s® created MyBowl™ as a simple visual cue to help
you get the most nutrition from meals served in bowls – including
breakfast cereal.
MyBowl combines grains, dairy and fruit to provide the complex
carbohydrates, protein, vitamins and minerals, and other nutrients
to fuel your day. To use MyBowl to build a complete breakfast,
start with your favorite cereal. This is a great opportunity to start
your day off right by choosing a whole grain cereal with at least 3
grams of fiber.
o If you are a fan of cereals that do not provide a lot of fiber,
try a little cereal mixology with high fiber choices to make
sure half of your grains are fiber-rich.
Cereal is a fantastic fruit carrier! Less than 10% of cereal breakfasts
in America include fruit1. Make MyBowl your bowl and complete
your meal with your favorite seasonal fruit.
o Don’t forget about dried fruit when building MyBowl.
Research found an association between eating 1/8th cup
dried fruit daily and higher nutrient intakes (fiber, vitamins
A, E, C, potassium).2
Many people are looking for protein at breakfast. One cup of skim
milk has 8 grams of protein, 2 grams more than an egg. When
combined with cereal, MyBowl™ offers protein in the breakfast
meal plus complex carbohydrates to fuel your day.
The Kellogg’s MyBowl website www.choosemybowl.com provides
an interactive tool to help you build a complete breakfast meal
and compare its nutrition to that of other breakfast choices.
Visuals and Product
Samples for Live
Media Segments:
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MyPlate visual and MyBowl bowl or icon
Kellogg’s® All Bran® Complete® Wheat Flakes and Kellogg’s Corn
Flakes® for mixology talking point
Variety of seasonal chopped fruit
Dried fruit
Fat free milk
Demo Option:
If your media segment includes a recipe demonstration, we
recommend making the Hot and Fruity Mini Wheats® included in this
Healthy Investment Toolkit.
References
1
NPDs National Eating Trends Database.
2
Dried fruit consumption is associated with improved diet quality and
reduced obesity in US adults: National Health and Nutrition
Examination Survey, 1999-2004, Debra R. Keast, Carol E. O'Neil, Julie
M. Jones, Nutrition Research 31 (2011) 460 – 467.
Please Note!
Visit www.kelloggs.com/en_US/choose-my-bowl.html for additional
information on MyBowl. If time allows and a computer is available
during your media spot, demonstrate the online, interactive MyBowl
tool for viewers.