Kellogg’s has announced plans to drive out-of-breakfast consumption in 2018 with a £10m marketing campaign for Corn Flakes exploring the different times of day people eat cereal.

Building on this year’s #MyPerfectBowl campaign – which resulted in Kellogg’s Corn Flakes ranking first for top-of-mind brand awareness – January 2018 will see Kellogg’s broaden the Corn Flakes debate from how to when people eat their cereal.

The campaign aims to promote a range of cereal-eating occasions. Kellogg’s Corn Flakes’ ‘When’s Your Perfect Bowl?’ marketing campaign will feature real fans across TV, online and social channels for 22 weeks.

The adverts will be used as part of a media partnership with ITV to promote the campaign during peak out-of-breakfast consumption times.

Gareth Maguire, Kellogg’s cereal marketing director, said: “Cereal is still the number one breakfast choice in the UK but it is increasingly consumed outside of breakfast time.

“Whether people eat their Corn Flakes before bed, before a work-out or after school, retailers should take advantage of all consumption occasions for cereal and this campaign is geared up to do just that.”