The partnership will run across both the print and online editions of Glamour and hopes to position the brand as the “cereal of choice to manage their shape”.
The partnership begins in the March issue of Glamour (on sale 4 February) and will consist of a three page spread in every issue until the end of the year.
Print and online coverage will follow “Special K Girl” and how she is keeping in shape with the help of Special K throughout the year.
Online readers can also enter a competition every month.
Simon Kippin, publishing director of Glamour, says: “This long-term campaign recognises the strong reader relationship our magazine and website can offer a client, communicating with a large group of hard-to-reach consumers who see Glamour as a trusted source of advice. The commitment from Special K through the year allows a strong evolving message to develop and grow for maximum impact.”
Laura Bryant, Brand Manager for Kellogg’s Special K, adds that the ongoing partnership enables the brand to “develop a much more personable and interactive relationship with consumers”.
The sponsorship deal was brokered by Carat Sponsorship.