Kellogg Co., Battle Creek, Mich., in the midst of an agency review, on Sept. 28 breaks the second phase of its campaign designed to drive total category consumption. The effort, from Leo Burnett
USA, Chicago, shifts taglines from, "Cereal. Eat it for life," to "A healthy life is within your reach. So tomorrow morning, help yourself." Individual print executions discuss cereal's value in reducing birth defects, heart disease and cancer.
Copyright September 1998, Crain Communications Inc.