Optivita brings breakfast to Classic FM listeners

15/09/2009 00:00:00

Kellogg’s Optivita will talk directly to sufferers of high cholesterol as they tune in to their regular breakfast radio show. In a targeted step to communicate the cholesterol reducing benefits of the cereal, Optivita will sponsor the Classic FM Brighter Breakfast show.

The £80k sponsorship will include credits, competitions and digital advertising as part of the show which airs weekdays from 6am-8am. Classic FM boasts a listenership of over four million adults aged 50 and above, an age group typically synonymous with high cholesterol.

The 11 week sponsorship is a new approach from Kellogg’s but reflects the media consumption habits of the niche market being targeted. According to Classic FM, 59% of the Brighter Breakfast show listeners are light TV viewers, a traditional choice of media for Kellogg’s, whilst 68% do not listen to any other commercial radio station.

Said Irene Evans, Kellogg’s Optivita brand manager: “We’re delighted to be part of the Classic FM Brighter Breakfast show. This presents an ideal opportunity for us to talk directly to an age group that are seeking advice on foods that can help reduce their cholesterol without sacrificing taste and enjoyment.”

“We know Classic FM listeners feel part of a community and feel great kinship with the station and with fellow listeners. Lowering cholesterol levels is a challenge and so the support and trust that Classic FM listeners can give to one another will be invaluable.”

Aldo Zilli, the face of Kellogg’s Optivita, will feature in the communications which are to be co-created between Classic FM and JWT London and will also feature in an interview to talk first hand about the challenges of lowering cholesterol. The 11 week sponsorship will run from 14^thSeptember 2009.

For more information please contact Gareth Lucy at Kellogg’s on 0161 869 5083 or email gareth.lucy@kellogg.com

-ENDS-

A new tasty way to lower your cholesterol

04/11/2008 00:00:00

Give your heart a healthy start to each morning with new Optivita Nut Oat Crisp from Kellogg's.

This new breakfast cereal contains oat bran - the active and totally natural part of the oat which has been scientifically proven to help lower cholesterol.

And, thanks to the delicious crispy oat flakes, wholegrains, hazelnuts and slices of almonds in every box, Optivita Nut Oat Crisp is also a tasty way to kick-start your cholesterol lowering day.

A 40g serving of Optivita Nut Oat Crisp is just 160 calories, is low in saturated fat and has no added salt.

Optivita Nut Oat Crisp is priced at £2.59 and is available in Sainsbury's and Morrisons stores nationwide.

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Optivita brings breakfast to Classic FM listeners

A new tasty way to lower your cholesterol