Kellogg's is launching a TV and on-pack campaign to boost its Nutri-Grain brand as part of a drive to bolster its snacking portfolio.
It is kicking off the activity next month with a taste test campaign. The promotion will appear on all multiple packs of the brand, offering consumers money back if they're not satisfied and will be supported by TV ads.
The cereals giant is also launching a single-format Nutri-Grain Soft Oaties in February with a retailer promotion giving shops the opportunity to enter a competition to win an all-expenses-paid day out at their local races. The prize is themed around the Nutri-Grain talking horses TV campaign, set to return to screens in April and November.
A sampling campaign for Nutri-Grain Soft Oaties is also due to kick off in May.
Last year, Kellogg's announced it would focus its attention on its snacking products, with the aim of creating a division that will account for 50% of the business by 2009.