It held a PR photo stunt yesterday (July 13) featuring Gallacher and 100 women dressed in red swimsuits posing on the Millennium Bridge, London.
Other activity will include editorial activity in newspaper, radio, and online. Content will revolve around research carried out by online PR agency Marketeers4DC, into women’s “shape confidence” over the last few years.
PR activity is being handled by Be Communications.
Kellogg’s claims that Special K has is worth £120m and has almost trebled in sales in the three years to the end of 2008. The low fat breakfast cereal now comes in ten varieties.
Last month, Kellogg’s launched an online content-sharing initiative with publisher CondéNet for its ShapeMate campaign.
The integrated campaign for the brand’s diet plan involves Kellogg’s featuring a number of fashion content on its site, with visitors directed to Glamour.com for more content.