Going those extra steps

Krispy Kernels and Lg2 give runners a boost of energy.

Krispy Kernels has found a way to make running a marathon even harder… or easier, depending on how you look at it.

At the Marathon de Magog in Quebec, agency Lg2 and the breakfast brand added an extra kilometre to the already grueling 42 km race. Any runner who was able to dig deep and make it through “KM 43″ received free Krispy Kernels to refuel their energy. To keep motivating them, the brand offered a prize to one runner for a trip to the Bahamas, where they could run another marathon. We guess if you’re that dedicated to running, there’s no better prize than being able to do it in beautiful, tropical weather.


Brand: Krispy Kernels
Agency: Lg2
Client: Renée-Maude Jalbert, Julie Rivest
Creative Director: Luc Du Sault 
Copywriting: Nicolas Boisvert 
Art Direction: Vincent Bernard, Luc Du Sault 
Strategic planning: Sandie Lafleur 
Production Management: Julie Pichette 
Infographic: Sylvain Grégoire, Marie-Ève ​​Roussy 
Electronic Production: Lina Piché 
English Adaptation: Andrew Morgan, Jonathan Rosman 
Video: Nova Film 
Production: Alexis Dubosc 
Director: David Poulin 
Director of photography: Alexandre Bélair, Érick Dinel 
Sound: BLVD