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.

Discussion

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

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers