Kellogg signs Dame Kelly Holmes as brand ambassador

by Gemma Charles, Marketing 04-Jul-08, 17:01

LONDON - Kellogg has signed up Olympic champion Dame Kelly Holmes to front its £2m Wake Up To Breakfast campaign.

Holmes will feature in TV and print advertising from August and on 35m cereal packets, across the manufacturer's brands, rolling out throughout July.

Kellogg launched the campaign, which aims to stress the mental and physical benefits of eating breakfast, last year, with ex-footballer Ian Wright, ‘Supernanny' Jo Frost and TV presenter Philippa Forrester.

In another departure from last year's activity, the latest push also include online work. Kellogg has signed a deal with Microsoft Live Search to promote the campaign via MSN and Hotmail. Consumers visiting the promotion's website will be able to use Microsoft's Live Search function to search for community sports and activity clubs in their area.