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.”