Kellogg rolls new cereal

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Kellogg Co. is rolling out Honey Crunch Corn Flakes with an estimated $20 million ad budget. Handled by J. Walter Thompson Co., New York, rather than regular corn flakes agency Leo Burnett Co., Chicago, Honey Crunch Corn Flakes will be supported by TV, print and FSIs beginning in October. Creative isn't set but Kellogg's rooster mascot, created by Burnett in 1957, is expected to play a role.

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