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Kellogg's attempt to beat the banker

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Kellogg's were recently announced as the new official sponsors of the popular Chanel 4 game show “Deal or No Deal.” The popular cereal brand have chosen to use the opportunity to promote their All-Bran range of cereals, which has recently been expanded to include more exotic flavours such as “Golden Crunch” and “Red Berry Crunch.” The sponsorship deal began with this Monday's episode (February 2), and was brokered by leading independent media planning and buying specialists Carat, and Channel 4 Sales. The idea is to position All-Bran as not only a healthy breakfast cereal choice, but a tasty one. The deal will initially run until December this year, with various idents featured during the 60 minute long show's three breaks. They will also feature on the show's page on 4oD, the Channel 4 on demand platform that's soon to be renamed “All 4.”

The popular cereal brand have chosen to use the opportunity to promote their All-Bran range of cereals, which has recently been expanded to include more exotic flavours

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The campaign by Leo Burnett, aims to give each variety of All-Bran a distinct, humorous identity, bringing the traditionally plain cereal range to life, literally. The light-hearted patter between the boxes (which you can see for yourself below) reflects on the importance of “Selecting the right box,” which of course has two meanings; referring to both the show and the choice we all make every week on the cereal isles of our local supermarkets. The idents were written by Alison Steven, with art direction by Liam Bushby and direction from Daniel Greaves through Carat.

Kellogg's “Deal or No Deal” All Bran idents

Dearbhla O’Boyle, European media and digital manager at Kellogg’s said the campaign acts as a way to keep the cereal on consumers minds, and remind them that “All-Bran is not just the cereal brand to turn to when suffering from digestive problems.” The campaign aims to “Change consumer perception of the All-Bran and position it as a great everyday breakfast choice,” which also happens to be good for your digestive system.

The campaign by Leo Burnett, aims to give each variety of All-Bran a distinct, humorous identity, bringing the traditionally plain cereal range to life, literally

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Christina Qazi, creative solutions executive at Carat, said she feels the sponsorship deal will be “A fantastic opportunity for Kellogg’s to connect with Deal or No Deal’s broad audience to raise awareness and increase penetration of the whole All-Bran cereal range.” The fact that Deal or No Deal is not only one of Channel 4's most popular shows, but a show with such a broad demographic, should, she feels, “Be able to help Kellogg’s shift the traditional consumer perception of the brand and establish it as the everyday cereal of choice.”

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