Kellogg backs Optivita launch with TV work

Kellogg is launching a television advertising campaign to back the roll-out of new cereal brand Optivita.

The ad, created by JWT, backs the breakfast cereal giant’s biggest brand launch since Special K hit the shelves.

The company claims Optivita will create a new sub-brand of cholesterol-lowering cereals, and says “there has never been a better time to deliver a heart health cereal”.

The TV work, featuring British actor Ray Winstone, will be backed with sampling, press ads and a dedicated website. Kellogg is also launching Optivita cereal bars into the snack market.

Kevin Brennan, Kellogg’s marketing director, says: “The launch reflects our commitment to driving the category through innovation. Choosing to eat a cholesterol-lowering cereal is a simple lifestyle change.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here