Kellogg's is seeking a bigger helping of the cereal category as it launches a new £2 million TV campaign and a media partnership with ITV to encourage alternative consumption of its breakfast cereals.
The campaign will push Kellogg's new Big Bake promotion designed to encourage families to bake with cereals like Rice Krispies and Corn Flakes.
Copy features a family cooking with Kellogg's products and directs consumers to http://www.thebigbake.co.uk/ for recipe ideas and to enter its competition to find up to three British families to front-up a baking TV advert to be aired on Mothers' Day 2009.
In a first for the food company, Kellogg's has also brokered a six-figure deal to publicise Big Bake across ITV's platforms, including interactive, itv.com as well as ITV's digital channels.
Satellite and Freeview viewers will be able to engage with the promotion using ITV's interactive red button technology. While a Big Bake microsite linked to ITV.com's new food portal and on-line advertising across ITV websites complete the alliance.
This partnership will allow ITV viewers to access content relating to the Big Bake promotion via their television as well as their computer.
Said Kellogg's Consumer Promotions Controller, Sam Blunt: "The Big Bake is all about encouraging people to engage with cereal in a fun way, while delivering some added value branded activity back into the category for our retail partners.
"Many consumers will remember creating Corn Flake and Rice Krispies cakes from their childhood and our cereals remain a nutritious and tasty basis for many great recipes."
Andy Griffin, Planning Account Director at ITV, said: "ITV is delighted to partner up with Kellogg's to push their Big Bake promotion this Autumn and beyond. We will be bringing it to life for families through broadcast, interactive and online, and building towards a special day on air next spring featuring the reveal of the new ad and more."
Kellogg's Big Bake TV advert has been developed by London based Leo Burnett and will air from 13 October for four weeks on all major terrestrial and satellite commercial channels.
The Big Bake promotion, which will include ITV branding, will appear on 30 million packs of Kellogg's cereals until the end of December 2008.
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