Kellogg's Nutri-Grain cereal bar gets an equine brand ambassador in a new TV ad campaign. A friendly horse praises the bars' grain content and manages to hold one in his hoof.

Using the strapline, 'Nutri-Grain is yummy grains', the campaign kicks off next week and will continue for eight months.

It will focus first on Nutri-Grain Soft Bakes, moving to Nutri-Grain Elevenses in May and June and then on to Nutri-Grain Oat Bakes in September.

Cereal bars have performed strongly in the past year, with Nutri-Grain the dominant brand. The company values it at £46.5m and says it showed "phenomenal growth" in the past 12 months. It predicts this year's increased media spend will push sales even further.