Daly will replace the brunettes in red swimsuits who have traditionally featured in Special K’s campaigns across in-store, OOH, cinema, radio and print activity throughout July.
Ruth Gresty, marketing manager for Kellogg’s in the UK, told Marketing Week: “In the past we’ve had our Special K girls, brunettes who were a perfect size 10, who were always quite smug and pleased with themselves in a red swimsuit or red dress.
“We wanted to step away from that and bring in a real personality to marry with the brand.”
She added that Daly has a “full-packed life” as a mum and wife with a career.
“She’s not a 25-year-old who finds things easy. We wanted people to relate to her,” she added.
As part of the overhaul, Daly will release her own Special K cereal recipe – Special K flakes with red apple, almond and vanilla – which includes the brand’s newly created ‘Nutri K’ flake, featuring nine vitamins and minerals and lower sugar content.
The brand is also launching three new products – a protein crunch to reflect the trend for women to look for more protein for sustenance, as well as new granola products and a “super porridge”.
The move follows the “Live in Colour” campaign launched in January, which focused on the variety and choice of the Special K range rather than “diet and deprivation”.
Throughout the year the brand is investing £15m in ATL activity and a further £2m in in-store, according to Gresty.
“Special K historically was around weight loss and has evolved from that,” Gresty said. “The latest campaign is to shout to everybody that we’re a great nutritious brand full of flavours and variety.
“It’s not about diet and restriction,” she added. “It’s about eating healthy for a healthy shape.”