Special K invests in Slimmer Jeans Challenge

Friday, 31 October 2008

Special K, the UK's biggest cereal brand, will be investing £3m in its 2009 Slimmer Jeans Challenge campaign.

This will be supported with television and outdoor advertising, in-store promotions, a digital campaign and consumer PR running from late December and throughout January 2009.

The Slimmer Jeans Challenge encourages shape watchers to kick-start their year by eating a bowl of Special K for breakfast and lunch or dinner with a balanced third meal for two weeks. The challenge is in its sixth year and in 2008 helped to generate £12.4m worth of sales in January.

Laura Keay, Special K brand manager comments, "Many consumers want a quick and simple way to manage their shape which has helped Special K become the biggest cereal brand in the UK. The Slimmer Jeans challenge has really captured people's imaginations with the insight based around the feeling of putting on tight jeans after the indulgences of Christmas.

"By reaching consumers in relevant places such as lifestyle magazines or on women's websites we aim to drive sales during this peak shape management period."

Special K will also be launching Shapemate in January, an innovative online tool to give shape watchers personalised support for free.

The interactive service will offer members a personal success programme including two week meal plans, calendar countdowns, shopping lists, expert advice, live blogs, group support and exercise and style tips as well as support emails.
Special K has ten cereal and eleven snacks variants for consumers to choose from.

Source: Kellogg's