Kellogg's launches ad campaign in print and online

01 April 2009

Print buying

For the first time in its 103-year history, Kellogg's will launch a new cereal without any TV promotion, putting its faith instead in the hands of print and online.

The foods giant has opted for a print-dominated campaign for the launch of its new muesli-blend cereal, Nature's Pleasure.

BBC Magazines has won the contract, against rivals such as NatMags, IPC and Hachette, to run several high-profile adverts in a number of its titles, including Good Food, Olive and Gardener's World, in June to September this year.

A spokesman for Kellogg's told PrintWeek that picking the right media to reach a chosen audience is vital.

He said: "Right now, print is the best medium. Whether that continues will depend on how it performs.

"Research showed the target market for Nature's Pleasure told us print was the most effective route to reach our desired audience."

BBC Magazines has said that the print campaign will be "quirky" and will include small samples of the cereal being attached to its magazines.

In addition to the printed marketing, BBCGoodFood.com will feature a Nature's Pleasure microsite from 1 May.