Rob Brydon stars in £13m Kellogg’s Crunchy Nut campaign

Kellogg’s has hired comedian Rob Brydon to front a £13m marketing campaign for its Crunchy Nut cereal brand.

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Brydon takes on the alias of newsreader Bruce Bowls in the campaign, which was created by Leo Burnett and involves TV, radio, outdoor and online activity

The campaign that launches today (6 December) is designed to draw attention to the new-look packaging of Kellogg’s Crunchy Nut, which hopes to give the cereal and its variants greater stand-out on supermarket shelves.

Crunchy Nut’s new packaging was designed by the brand’s in-house studio.

As part of the campaign, the brand is launching ’a large-scale digital campaign’ utilising social media, more details of which will be announced at a later date.

Kellogg’s has a long history of employing celebrities in its advertising, having previously used Jonathan Ross, Lisa Snowdon, Ross Kemp, Ian Wright, Dame Kelly Holmes and Sir Chris Hoy in previous campaigns.

Kellogg’s interim head of marketing Peter Harrison says the brand has chosen Brydon because “he’s hugely popular with consumers of all ages and we believe the comedy element that he brings to Crunchy Nut will help us grow the brand even further.”

Rob Brydon is currently starring with Steve Coogan in BBC2 drama The Trip, while Coogan has created a new mini-series of Alan Partridge that was commissioned by Foster’s.

This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.

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