HOW CEREAL MAKES LIFE HEALTHIER

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Kellogg Co. today starts phase two of its campaign designed to drive total category consumption -- even as the review to add a third agency to its roster nears a short list this week. The new effort, from Leo Burnett USA, Chicago, is themed "A healthy life is within your reach. So tomorrow morning, help yourself," and will run in print and TV with an estimated $20 million budget. Individual print executions discuss cereal's role in reducing birth defects, heart disease and cancer.
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