Kellogg’s has unveiled its new £5.5 million Bran Flakes campaign fronted by the brand’s new ambassador – Chris Hoy.
The Olympic cyclist will bring to life the cereal’s new proposition – built by Kellogg’s Bran Flakes – in a series of tongue-in-cheek press adverts which compare a breakfast of Bran Flakes with the less than substantial morning eats of Europeans, like croissants.
The adverts will run in national press and gym locker rooms from 29 December onwards.
Chris’ partnership with Kellogg’s Bran Flakes comes as the cereal tries to position itself as the breakfast choice of British men.
Jo Blackford, Kellogg’s Bran Flakes brand manager, explained: “We know men really like the big breakfast offered by Kellogg’s Bran Flakes – the tasty, substantial flakes which don’t go soggy when milk is added.
“Our latest campaign is about reinforcing that association men have for our brand and why they purchase it – a fibre packed, low fat breakfast which helps them stay going until lunch. It’s about showing men how starting the day the right way can make a difference – particularly if they are the kind of man who’s now in his 40s and 50s who’s not as fit as he used to be.
“And, that’s why we turned to Chris to help bring this to life – in a way which is both fun and engaging. After all, no one epitomises how you can build a healthy body on a health diet more than a quadruple medal winning British champion”.
Running alongside print activity, Kellogg’s Bran Flakes will also air a new TV advert featuring Chris and appearing on all major terrestrial and satellite channels from Boxing Day until the end of January.
Devised by London’s Leo Burnett the TV advert features Chris having an early morning breakfast of Kellogg’s Bran Flakes at Manchester’s Velodrome where he did much of his Olympic training.
Chris said: “As a champion cyclist, I know you’ve got to put the right fuel in your body to perform. That’s why I’m backing Kellogg’s Bran Flakes.”
As part of the deal, Chris will also appear on the front of all Kellogg’s Bran Flakes boxes from January 2009 for two years.
Launched in 1952, Kellogg’s Bran Flakes is now a £28 million brand.
[1]
ENDS
[1] Based IRI data, based on sales value
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