Kellogg’s is supporting its annual Wake Up To Breakfast message with a new £1.5m multimedia marketing campaign.

Broadcast, print and online advertising will collaborate with a PR programme and on-pack promotion in order to put the subject of breakfast firmly on the national agenda.

TV advertising will continue with the animated version of Kellogg’s founder WK Kellogg and will run over six weeks in the summer along with national radio and press.

Kellogg’s is also bringing back its Free Cereal promotion to support Wake Up To Breakfast. The promotion was a huge success last year with over 230,000 free boxes of cereal given away making it one of Kellogg’s most successful promotions to date.

From the 19th July until October 2010, shoppers can collect three individual on-pack codes, enter them online and print off a voucher entitling them to a free box of Kellogg’s cereal.

Peter Harrison, marketing controller at Kellogg’s, says: “Our own research shows that parents are aware they and their children should eat breakfast to give them the best possible start to the day. Despite this, one in five British adults and one in six British kids still skip breakfast. Our message is designed to reach out directly to breakfast skippers and show them the benefits of eating breakfast.”

Digitally, Kellogg’s is also planning on a MSN take-over whilst the online campaign aimed at young men will commence during National Breakfast Week, w/c 6th September 2010.