CHICAGO (AdAge.com) -- If it's January, it's time to go on that diet. And a couple of cereal brands are using the season to push new weight-loss oriented campaigns.

Kellogg Co. has run its Resolutions campaign for several years now, which puts Special K at the center of a two-week diet. This year's effort, called "What You Will Gain When You Lose," has an emotional edge, featuring events that ask women to step on scales that return, not their weight, but words of encouragement.

General Mills moved aggressively into the diet space last year with its MultiGrain Cheerios brand, including a product plug on "The Biggest Loser." The marketer has poured more resources behind the campaign this year, featuring "The Biggest Loser" in advertising and packaging.

Here's a look at how the two brands, campaigns and diets compare.