Kellogg's sponsors Deal or No Deal

Kellogg's, the cereal brand, is sponsoring 'Deal or No Deal', the Channel 4 game show, to promote its All-Bran cereal range.

The idents have been created by Leo Burnett and feature light-hearted comedy from the cereal boxes identifying with the boxes used in Deal or No Deal.

Kellogg’s wants to position the cereal as an "everyday breakfast that keeps you regular". The deal was brokered by Carat and Channel 4 Sales, and the idents will run until December.

Dearbhla O’Boyle, the European media and digital manager at Kellogg’s, said: "This sponsorship campaign is a way to keep All-Bran top of mind and remind consumers that it is not just the cereal brand to turn to when suffering from digestive problems.

"We want to change consumer perception of the All-Bran and position it as a great everyday breakfast choice that keeps you regular."  

The work was written by Alison Steven, with art director Liam Bushby. It was directed by Daniel Greaves through Carat.

Christina Qazi, the creative solutions executive at Carat, said: "This sponsorship is 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.

"By securing a regular presence for All-Bran on one of the most followed shows, we will be able to help Kellogg’s shift the traditional consumer perception of the brand and establish it as the everyday cereal of choice."