Kellogg calls pitch for UK digital roster

Kellogg, the breakfast cereal giant, has kicked off a search for UK digital agencies.

The company, which is understood to be building a roster of digital shops, has already contacted a number of agencies for credentials. The search is being handled by Agency Assessments and a final decision is expected later this year.

A spokesman for Agency Assessments said Kellogg was "evaluating digital options", but that no formal pitch had yet been called.

The search comes as Kellogg looks to increase digital activity and counteract perceptions of certain cereals being unhealthy. Last month, the company appointed Good Relations to handle its digital PR activity following a five-way pitch.

Kellogg has recently undertaken a number of initiatives as interest in healthy diets has increased. Although the new Ofcom curbs on junk-food advertising apply only to television advertising, Kellogg has voluntarily removed online content that could be appealing to children.

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