The brand will sponsor the Classic FM Brighter Breakfast show in a bid to taking a more targeted approach at communicating the cholesterol reducing benefits of the cereal.
The £80,000 sponsorship deal, running for 11 weeks from 14 September, will include credits, competitions and digital advertising as part of the show which airs weekdays from 6am-8am.
Classic FM has a listenership of over four million adults aged 50 and above, an age group typically synonymous with high cholesterol.
Kellogg says the sponsorship approach reflects the media consumption habits of the niche market being targeted.
According to Classic FM, 59% of the Brighter Breakfast show listeners are light TV viewers, a traditional choice of media for Kellogg’s, whilst 68% do not listen to any other commercial radio station.
Said Irene Evans, Kellogg’s Optivita brand manager says: “This presents an ideal opportunity for us to talk directly to an age group that are seeking advice on foods that can help reduce their cholesterol without sacrificing taste and enjoyment.”
Aldo Zilli, the face of Kellogg’s Optivita, will feature in the communications which will be co-created by Classic FM and JWT.