Kellogg’s has reinvented its Special K brand, with new packaging, product innovation and a new brand ambassador.

The Trafford-based firm has signed up presenter, Tess Daly, to front its “Let Special K surprise you today” campaign.

Created, planned and managed by London’s Capture, the promotion will run on radio, cinema and outdoor. There will also be press, including a wrap-around of the Metro, plus milk advertising and sampling.

The campaign is an evolution from spring’s Live in Colour advertising, with a focus on the “fresh and vibrant colours” found in the product.