Exclusive Mary Carmichael Kellogg's is lining up its marketing guns behind cereal brand Just Right for the company's most concentrated marketing campaign yet. The cereal giant has planned a £3m relaunch for the three-year-old brand that will include new TV ads, updated packaging and a concentrated sampling campaign. "The brand is already in the top 20," said a spokesman. "But we believe it has greater potential and blanket coverage will boost sales." Caroline Aherne, writer and star of TV's the Royle Family, is the voice for the new ad ­ a spoof of Goldilocks and the Three Bears ­ which kicks off on June 17. In some TV regions, it will run in 300 slots a day. Kellogg is also targeting key areas with samples. It will be distributing samples to 30% of households in these areas over three days during June and July. Sampling packs have been updated with a colourful front panel aimed at a more vibrant' look. Each has a 20p off next purchase voucher. After the ad campaign, Kellogg hopes to maintain momentum with a 50% free offer in stores. Just Right contains wholewheat, corn, rice flakes, raisins, dates and almonds. Its low fat content (3%) places it in the healthy cereals sector ­ one of the few buoyant areas in a market struggling to keep breakfast alternatives at bay. {{MARKETING - P&P }}

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