Cereal brand Mornflake is inviting the public to help create a video advert as part of its new marketing campaign.

The initiative supports the launch of Mornflake’s range of premium oats, mueselis, oatbran flakes and crunchy granola cereals, which was rolled out this month.

The public are being asked to make videos featuring Mornflake and upload them to social networking website Facebook, where they face a public vote.

The videos with most votes will advance to a 10-strong shortlist of finalists, with the eventual winner – to be selected by a panel of judges – in line to scoop £15,000.

“This is the biggest marketing initiative we have ever undertaken,” said Mornflake MD John Lea. “Over the past 14 generations we’ve preferred to focus on milling – but we’ve always innovated with our products and milling processes.

“We believe in social media and [listening to] our customers’ opinions and so inviting them to make our first ad seemed a natural next step.”