Burnett To Feast On Reformulation Of Kellogg’s Special K

Kellogg said it plans to launch a national print campaign in June touting a reformulation of its Special K cereal.
The Battle Creek, Mich.-based company said the new Special K provides 35 percent of the daily recommended allowance of vitamin C, folic acid and vitamin 12, 10 percent more of each than the previous version.
The change is being announced on Special K packaging and through a new Internet site (www.specialK.com). The supporting print ads, from Leo Burnett, Chicago, will be tagged, “It’s what inside that counts, and ours just got better.” Kellogg said the ads extend the Burnett-created “Reshape your attitude” campaign for Special K that it launched during the Super Bowl in January. –Scott Hume