"Will Shat?" Kellogg’s Raisin Bran and William Shatner Team Up to Tackle America's Fiber Gap

Feb. 02, 2026

If you’re already planning your game-day spread, Kellogg’s Raisin Bran has a message for your "future self." Today, the brand revealed its first-ever Big Game spot starring legendary actor William Shatner. The mission? Tackling the 95% fiber gap identified by the 2020-2025 Dietary Guidelines for Americans† because let's be honest, we’ve all experienced that "gut regret" the morning after indulgence.

The high-energy, humorous commercial features Shatner in a high-tech command center, where he’s tasked with bringing fiber to the masses. When “duty calls,” Shatner drops into the action on Earth, appearing in the middle of a sports bar, a Gen Z house party with a Shih-Tzu named Will, and a parking lot tailgate party. At every stop, he delivers the ultimate gut health tool: the seven grams of fiber found in every bowl of Kellogg’s Raisin Bran.

Doug VanDeVelde, Chief Growth Officer for WK Kellogg Co said:

"We wanted to talk about a serious health gap in a way that actually felt relevant to people’s lives. By leaning into some fun wordplay with an absolute legend like William Shatner, we’re making sure the message about fiber is impossible to ignore."

 

The campaign was directed by Terri Timely of Park Pictures.

The directing duo said:

"We enjoyed working with the whole Vayner team. From the first call we were on the same page and we knew that we had a special spot. It was a delight working with Mr. Shatner. He was so impressive and brought more energy than we could've ever imagined.”

 

Kellogg’s Raisin Bran is stepping up to show fans that they don't have to accept gut regret as an inevitable part of celebration. High fiber cereals are a straightforward, delicious way to prioritize wellbeing and keep things moving during snack-heavy weekends and as part of a balanced daily routine.

The ad will air during the Big Game nationally across streaming (Peacock, NBC Sports app, NFL+) and in six regional markets: New York, Los Angeles, Chicago, Grand Rapids, Cincinnati and Fort Smith.