Kellogg's continues to dominate cereal advertising spend, its brands accounting for seven of the top 10 spots.

The brand spent a whopping £23.2m on Crunchy Nut advertising alone last year, a 113% increase on 2009, and it seems to have paid off.

Of the top five cereal brands, third-placed Crunchy Nut is the only one to have recorded any notable sales growth. A new £13m marketing campaign fronted by comedian Rob Brydon is expected to grow the brand further in 2011. Last year saw Kellogg's first-ever Christmas TV advert, a £500k Corn Flakes campaign.

A multimillion-pound campaign from Shredded Wheat launched this week, featuring a taste-focused 30-second TV ad supported by press and digital advertising. The ads show Shredded Wheat in a 3D world, with backing music by The Isley Brothers and narration courtesy of Melanie Sykes. The campaign is designed with younger consumers in mind and further ads are planned for later in the year.

Focus On Cereals