Kellogg rejig in US for JWT and Burnett

Kellogg has realigned $30m of its business out of Leo Burnett and into J Walter Thompson in the US and Canada.

JWT will now run the Kellogg’s Raisin Bran account. The brand is Kellogg’s second biggest seller in the US, adding to the Frosted Bran, Muelix, Smacks and Crispx it already handles.

Kellogg says the move is not an expression of dissatisfaction with Leo Burnett. But will provide both agencies with experience across its product range.

The company last switched its business in August 1994 when JWT picked up Crispx and Smacks from Leo Burnett and in turn Leo Burnett took Kellogg Nutra-Grain and Complete Bran Flakes from JWT.