Kellogg UK, the cereal giant, has moved the advertising account for its Fruit ‘n Fibre brand out of JWT and into Leo Burnett without a pitch.
It is not clear how much the account is worth as it has been dormant for more than two years. It is understood that Kellogg plans to reinvest in the brand and a campaign is already in production.
Last year, Kellogg moved the Rice Krispies brand out of JWT and into Leo Burnett also without a pitch. The move was aimed at trying to "re-ignite consumer interest in the cereal market". It was understood that JWT would focus on a "major new project" and other product launches.
Kellogg is known to be keen to develop its brands in the convenience food and healthier categories. It is thought that its plans to reinvigorate Fruit ‘n Fibre will be a major part of this. It has lacked investment over recent years.
Kellogg has already revamped All-Bran with new products such as All-Bran Crunchie Oat Bakes, positioned as an alternative to bran (MW June 8). Despite a move to healthier products, Kellogg has clashed with health campaigners over the past year because it is part of a consortium of food companies that supports the use of Guideline Daily Amounts against the Food Standards Agency-endorsed traffic light scheme.
Leo Burnett declined to comment and Kellogg had not returned calls as Marketing Week went to press.