Kellogg's has continued its 'story of the signature' campaign with a double-page spread which has been running in Sunday newspaper supplements.
The ad, created by Manchester's CheethamBell JWT, shows the original ink signature of the cereal brand's founder W.K. Kellogg morphing into its contemporary logo. The copy explains that he originally signed every box to "guarantee quality".
In February, W.K. Kellogg appeared as an animated puppet-style character as CheethamBell took the brand on TV.