Special K has teamed up with British designer label Ted Baker as part of a promotion offering bespoke fashion items. The on-pack push will run on Special K cereal packs and snacks from next month, with one handbag and one little red dress to be won every day for three months.

The Ted Baker "Betsi" dress, inspired by the cereal brand's famous advertising featuring the Special K girl dressed in red, will also feature in a £1m campaign, including TV, to highlight the promotion.

Kellogg's will be hoping to revitalise Special K sales, which were down 0.4% to £125.1m last year [Nielsen 25 December 2010].