MEDIA: Kellogg backs Capital with Corn Flakes deal

Kellogg's Corn Flakes has signed a £6m deal with Capital Radio Group to sponsor the new-look 95.8 Capital FM breakfast show, due to launch next month.

The year-long tie-up marks the first time the breakfast show has been sponsored. The deal includes sponsorship of the Century Network breakfast show and will see Kellogg-branded trails and promotions feature in other shows across both networks.

Kellogg's UK marketing director Michael Allen said: "The sponsorship offers us a great opportunity to reach Kellogg's Corn Flakes consumers during breakfast and continue to be a part of people's morning routine."

Capital has kept details of its new breakfast show tightly under wraps after receiving a battering from the press for falling figures for the existing show and rumours that presenter Chris Tarrant was about to quit.

But the station pulled off something of a PR coup by announcing in September that Tarrant had agreed to stay on and relaunch the show - albeit with a contract that allows him to start later, at 7 am and to take more holiday.

Neil 'Dr' Fox will deputise for Tarrant when he's absent. Capital has also announced that Newsround's Becky Jago will join the show.

The deal was negotiated by Broadmind, the sponsorship division of MindShare and by Capital Radio Group's sponsorship team.

The tie-up with Capital is the latest in a series between Kellogg and media owners. Earlier this year Kellogg linked with Cartoon Network in a deal that saw characters such as Johnny Bravo and The Powerpuff Girls replace on-pack characters Snap, Crackle and Pop and Tony the Tiger.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands