An Olympian effort to promote breakfast

Kellogg’s has revealed plans for its second challenge to increase the nation’s consumption of breakfast cereals with a new celebrity face and a major tie up with a digital brand. Wake Up To Breakfast 2008 will see Kellogg’s invest £2 million in a two month long promotion fronted by Olympic champion, Kelly Holmes, and delivered in alliance with Microsoft Live Search.

Kicking off today, Kellogg’s will be using Wake Up to Breakfast 2008 to stress the mental and physical benefits of eating breakfast.

The company’s breakfast benefit message will be carried to mums with children on 35 million cereal packets including Rice Krispies and Corn Flakes.

In a departure from last year’s campaign, Wake Up to Breakfast will now include significant investment in online activity.

The company has partnered with Microsoft Live Search to promote Wake Up to Breakfast on Microsoft’s UK digital channels – including MSN and Hotmail.

To support the performance message of the campaign, consumers visiting the promotion’s website (kelloggs.co.uk/wakeup) will be able to use Microsoft’s Live Search function to search for community sports and activity clubs in their area.

TV and print advertising and a PR campaign will run across the two months to push the promotion and help drive consumption.

According to Kellogg’s sales director, Jean-Yves Heude, the company wants to build on the success of last year’s promotion. Wake Up To Breakfast 2007 delivered 400,000 more everyday breakfast eaters and a seven per cent increase (up to 77%) in the number of people who think breakfast is an import meal.

Jean-Yves said: “Our commitment to promoting cereals as an integral part of the breakfast occasion has helped the category grow to its current £1.23 billion value. And, as the UK’s most famous cereal company, we want to help our retail partners achieve maximum sales from this category.

“The trade will see a significant change to our campaign this year. We have one celebrity and one key message. In an Olympic year, we are delighted to have double gold medallist Dame Kelly Holmes front the promotion.”

Kellogg’s currently has a 42 per cent share of the £1.2 billion ready-to-eat breakfast cereal category.