Kellogg's partners with ITV's CITV

Kellogg's, the owner of Rice Krispies and Coco Pops, has signed a partnership with the CITV portfolio, which kicks off on 25 February.

Kellogg's: sponsors CITV weekday afternoon and weekend breakfast programming
Kellogg's: sponsors CITV weekday afternoon and weekend breakfast programming

Kellogg's will sponsor weekday afternoon and weekend breakfast programming on the ITV channel to promote children's cereals such as Honey Loops, Honey Pops, Mini Max, Rice Krispies Multi-Grain Shapes and Coco Pops Croc Prints.

The activity was planned and bought by Carat and the idents will feature animated characters representing each of the cereals, such as 'Pops the Bee' to promote Honey Loops and Honey Pops.

Other characters will include 'Coco the Monkey' and his friends trying to catch 'Croc' for Kellogg’s Coco Pops Croc Prints and Mini Max’s 'Mini', who helps children get ready for school.

The six-month six-figure CITV sponsorship is part of a wider range of partnerships, which will include a Kellogg's Mini Max promotion and competition with Turner Broadcasting’s Boomerang, Cartoon Network and CNToo.

Robert Honeywood, sponsorship manager at Carat Sponsorship, said: "Our strong and trusted relationship with Kellogg's means that we are able to marry strategic thinking with imaginative collaborations to create exciting new partnerships.

"Carat will build on the success of last year's activity to drive consumer engagement through innovative sponsorship activations."

Earlier this month, Kellogg's started sponsorship of the parenting website Netmums, to position itself as a "facilitator of fun" because its cereals gave children the energy to play and learn.

 

Have your say...

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
Media Week Jobs
Search for more media jobs

Latest

Deputy editor Janine Gibson to leave the Guardian after 17 years

Deputy editor Janine Gibson to leave the Guardian after 17 years

Janine Gibson, editor-in-chief of the Guardian website and a deputy editor of Guardian News & Media, is leaving the publisher after 17 years, following her failed bid to replace outgoing editor-in-chief Alan Rusbridger.

Share
Tango returns to advertising after two years with off-brand TV ad

Tango returns to advertising after two years with off-brand TV ad

Tango has returned to advertising after a two-year hiatus on Saturday with a deliberately sappy and off-brand TV spot.

Share
Pimm's launches weather activated OOH campaign

Pimm's launches weather activated OOH campaign

Diageo, the drinks giant, has launched a digital out-of-home campaign for Pimm's, which will activate when the weather reaches a temperature of 21 degrees.

Share

Get news by email