The TV campaign, which will run across Channel 4, Channel 5, ITV and GMTV, Fox Kids and Sky, as well as Cartoon Network, will see Kellogg's cereal characters including Tony the Tiger going off on their summer holidays.
While they are away, Cartoon Network characters such as Johnny Bravo and the PowerPuff Girls will take their places on packets of cereal brands such as Frosties and Rice Krispies.
Kellogg's cereal brands will take over sponsorship of the Cartoon Network shows, which feature the characters appearing on the relevant cereal box.
Frosties will sponsor Johnny Bravo, who will appear on the front and back of Frosties boxes, while the PowerPuff Girls will be appearing on Rice Krispies packs as the cereal brand sponsors their show.
Promotional cereal packs will contain Toon Tags, which feature Cartoon Network characters, to be collected.
The campaign, which begins on Monday August 5, directs people to a microsite at www.cartoonnetwork.co.uk/kelloggs. It will be supported by in-store promotions.
The campaign was created by the Cartoon Network and negotiated and managed on behalf of Kellogg by Broadmind, MindShare's sponsorship consultancy.
David Walker, marketing operations and media controller for Kellogg, said: "We were keen to develop an association with Cartoon Network. We are delighted with the result."
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