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Kellogg's Mini Max cereal to sponsor breakfast on Boomerang

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By The Drum Team, Editorial

February 17, 2012 | 2 min read

Kellogg's is promoting its kids' cereal brand Mini Max by sponsoring the breakfast slot on children's channel Boomerang.

The year-long deal kicks off today and will see Kellogg's sponsor the 7am to 8am slot every weekday. Mini Max branding will appear around programmes including The Garfield Show, Scooby-Doo and Tom and Jerry.

The daily weekday breakfast sponsorship will be themed around preparing for the school day ahead and will be supported by three bursts of full scale channel sponsorship in February, April and September, which will drive to an online competition where kids can win prizes for their school.

Andrew Mallandaine, UK sales director at Turner Media Innovations, said: "Day-parted advertising, scheduled to correspond with children’s activities during the day, are particularly effective.

"So it’s great to have this year long commitment from Kellogg’s which will help reinforce the brand’s impact at breakfast."

The deal was negotiated by Maria Donaldson, associate director at Carat Sponsorship and Camille Mendes, account director at Turner Media Innovations.

All sponsorship activity was handled by Zara Peters, senior sponsorship and promotions executive at Turner Media Innovations.

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