Lime handed sample push for Special K

Live communications agency Lime has been appointed to run a sampling campaign for Kellogg’s Special K cereal bars that targets active weight-watchers.

Live communications agency Lime has been appointed to run a sampling campaign for Kellogg’s Special K cereal bars that targets active weight-watchers. The activity, which starts this month and will run for four weeks, comprises 160 exclusive BodySKulpture Pilates & Yoga classes at selected gyms and the distribution of free cereal bars in a further 500 health clubs. The sampling campaign supports an on-pack promotion on Kellogg’s Special K cereal boxes and bars for a Body-SKulpture Pilates & Yoga video and book. Lime managing director Nick Adams said: “This is a classic example of how brand experience activity can form part of an integrated communications campaign.”

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