Kellogg's reveals new campaign to become brand of choice for tea-break snacking

The campaign, which focuses on driving consumers to enjoy their well earned “Bake time”, aims to position the Nutri-Grain brand as a wholesome sweet snack that can be enjoyed throughout the day – particularly as part of a tea break at 11am and 4pm.

The new campaign message will appear on back of packs of the entire Nutri-Grain product portfolio of Elevenses, Soft Oaties, Oat Baked Bars and Soft Bakes.

It also features on a new interactive website - www.nutrigrain.co.uk - where people can go online and have the chance to win an ipod touch or itunes gift cards by sharing how they enjoy their “Bake time.”

Jean-Yves Heude, Kellogg's General Manager Sales & Snacks, said: “We want to position Nutri-Grain as the snack brand of choice for the 11am and 4pm snacking occasions – particularly in the convenience channel – which is a very important area of focus for us.”

Nutri-Grain's newest product 'Soft Oaties' will also be supported by a £1m TV advertising campaign throughout August and September 2008.