Central to the four-month campaign is the 'Life Begins at Breakfast Lodge', a pop-up that reinforces the importance of a nutritious breakfast and encourages people to take control of their health.
Consumers will be invited to try products from Dorset Cereals' Ultimate ranges with milk or yoghurt, and brand representatives will be handing out cereal sachets for them to take home.
The pop-up will travel to various locations across the UK, including festivals, seaside towns and parks.
Aisling Syme, brand manager at Dorset Cereals, said: "We believe there is a breakfast for everyone and this campaign aims to encourage new customers to try fantastic recipes they have not tasted before, and the opportunity to inspire consumers to have a great start to their day.
"We’re looking to drive awareness of our products nationally and the new ‘Life Begins at Breakfast Lodge’ initiative will help us do exactly that. We see huge potential for experiential marketing and we can’t wait to work with Circle Agency and bring our product range to new and future customers."
Claire Stokes, managing director of Circle Agency, added: "We’re really excited to be working with Dorset Cereals and to be building on our range of existing food clients, such as Bonne Maman, Macsween Haggis and Haywards Pickles.
"The summer is set to be a scorcher and it’s the perfect time for the ‘Life Begins at Breakfast Lodge’ to hit the road."
The full campaign schedule and supporting social media activations will be announced later this month.
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