Kellogg has signed up one of the most famous faces in the world of football for the return of its Footbowl promotion.
Lifesize cut-outs of bald-pated Italian referee Pierluigi Collina will appear in stores to persuade shoppers to buy two packs of Corn Flakes, Crunchy Nut, Frosties or Coco Pops and claim a free bowl on the spot.
According to the company, more than 2 million promotional bowls were snapped up during the 2002 World Cup.
This year’s promotion, which coincides with the Euro 2004 championships in Portugal, will be supported by a £375,000 marketing spend, including a national TV campaign.