Kellogg’s has appointed iris Experience to carry out a nationwide sampling campaign for the launch of its latest cereal product, Krave, in the UK.

Supported by a £4 million marketing plan targeted at young adults, Krave will be marketed on Facebook, Twitter, at music festivals and universities as part of an integrated advertising, PR and sampling campaign.

Universities will be targeted from March 2010, and the agency will visit 25 university campuses. Along with campus sampling and targeting student residence kitchens, iris Experience will also be supporting the Student Aid initiative to help build a link with the student population.

The agency will additionally be launching a mass sampling drive in city centres and at relevant events such as the Newquay Surf Festival. Sample packs will be distributed along with communication material to drive consumers online across all sampling channels.