Over the next two months, the company will run a £1.4m ad push across TV and national press which will highlight the quality ingredients found in Kellogg's cereal.
The campaign, created by Manchester agency Cheetham Bell JWT, will also stress the value for money offered by a bowl of Kellogg's Corn Flakes, which it says costs just 10p a serving.
The Kellogg ad features the image of a box of Corn Flakes changing over time from the design used at launch to the one currently on shelf. The signature of the cereal company's founder, WK Kellogg, is shown in the ad beside the strap-
line, 'None genuine without this signature'. The line was first used 100 years ago to differentiate the brand from its competitors.
Kellogg's UK head of sales, Mike Taylor, said the marketing message was chosen because it 'highlights the value of the branded cereal category and the margin potential within it for out retail partners'.
Taylor added that according to Kellogg research, 41% of those surveyed claimed to have eaten more cereal in the past six months. 'The opportunity for growth in the category remains solid as consumers turn away from more expensive breakfast additions, such as smoothies,' he said.