Kellogg's has drafted in sports personality Sue Barker to front a new campaign aimed at making All-Bran ­ and fibre ­ more appealing to the over-45s. Michael Cohen, senior brand manager at Kellogg, said: "In recent years All-Bran has suffered from the decline of consumer interest in fibre. The key brand objective is to move All-Bran away from the medicinal heritage it has found itself labelled with in recent years. "By using Sue Barker as our spokesperson we hope to bring broader appeal to what has been seen my some as a niche product." The Feel Bran-tastic in just 10 days' campaign ­ which launches on September 18 ­ encourages non All-Bran eaters to eat a bowl of All- Bran every day for 10 days and see if they feel the difference. It has asked a selection of people aged over 45 to take part in a 10 day trial diary study to reveal if they do feel different after eating All Bran. Ads will run in newspapers and consumer magazines as well as on regional radio stations such as Capital Gold and the Magic network. Media options have been chosen to reach the over-45 audience Leaflets will be distributed through multiples, while selected retailers (including the Co-op, Sainsbury and Tesco) will offer a 500g trial size box for 99p. The web site www.all-bran.co.uk gives further information and recipe ideas. {{P&P }}