Breaking on 20 August, the campaign will highlight the scientific and nutritional benefits of cereal. The ads, created by JWT, form part of a drive promoting the importance of breakfast called 'Wake up to breakfast', which launched in July. The second spell coincides with Kellogg's National Breakfast Week, which starts on 27 August.
It has already launched an on-pack promotion across its brands, featuring Ian Wright, Channel 4 'supernanny' Jo Frost and TV presenter Phillippa Forrester.
Online activity includes a microsite with information on breakfast and healthy eating, while direct work includes point-of-sale and door-drop leaflets with money-off coupons.
Kellogg marketing director Kevin Brennan said its research had found that one in five adults and one in six children were skipping breakfast everyday. He added that 'Wake up to breakfast' was one of the company's most significant cross-brand promotions to date.
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