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Six PR called in to work on Kellogg's cereal launch

26 Jan
Kellogg's has chosen Six PR to help oversee the launch of a new breakfast cereal.

According to PR Week, the agency will work alongside the food producer's own in-house firm to coordinate the launch of Krave, which is aimed at the 16-to-25-year-old demographic.

Liz Bendall, head of Six PR - which won the half-year contract following a four-way pitch - said that the aim is promote the new product through word-of-mouth, supported by on and offline news generation.

The move is part of an advertising and marketing drive that is costing Kellogg's £4 million and involves providing taste tests to the target market at universities and music festivals over the course of the year.

"Krave is like no other cereal we've launched," remarked regional corporate affairs director for Europe Chris Wermann.

He added that the firm wanted to "appoint a specialist agency that understands the media consumed by young adults" in order to help give the cereal a "'my brand' feel to it".

Six PR, which is based in London, has also worked with Fanta, Sprite, BSM and Ucas.ADNFCR-2176-ID-19577405-ADNFCR
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