Cookie Crisp, a combination of cookies and cereal, is an attempt to grow Cereal Partners' share of the children's sector, which makes up a third of all cereal consumption.
Following the UK launch of the product, the ad will be rolled out internationally using the same creative.
The TV campaign first airs on Saturday 7 September and features a wolf called Chip, who tries various ways to steal the cereal from children's breakfast tables. But the children are so engrossed in eating the product, they fail to notice the wolf and his attempts are always thwarted. Press advertising and promotions will support the TV work.
Saatchis created the ad specifically for the international market following research using its proprietary "The World of the Child" system, which identifies common themes among children across the world.
Although Cookie Crisp is already a well-established brand in the US, the creative work, which uses a dog rather than a wolf and has more emphasis on the cookies, was not considered suitable for an international audience.
Scott Buckley, the international account director for Cereal Partners at Saatchis, said: "In the US there are more than 200 cereal brands and we have found that what works over there works well in the UK too."
The TV spot was art directed by Jacques Dufour and written by Eric Mintz in Saatchis' New York office. Mike Sands art directed and Howard Fretton wrote the press work in London. Media is by Universal McCann.