Breakfast cereal brand Cheerios is showcasing its taste and nutrition credentials with a new TV campaign that illustrates how it can provide ‘delicious morning moments’ for the whole family.

Backed by a hefty £5 million spend, the Nestlé-owned brand’s campaign will look to reach more than 24 million UK parents and up to 93% of households with children.

Designed to help strengthen brand awareness and consideration, the campaign will run across TV, broadcaster video-on-demand, YouTube, social media and out-of-home channels.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

“Cheerios is an iconic brand loved by families everywhere. We are excited to launch our new campaign in the UK, highlighting what makes Cheerios exceptional,” said Cereal Partners UK head of marketing Sarah Fordy.

“As a delicious multigrain cereal that is high in fibre and with vitamins and minerals, our little O’s make little wins for all the family. This multimillion-pound investment is our largest campaign yet, reinforcing our commitment to Cheerios and the growth of the breakfast category.”

The campaign will be further amplified through a partnership with Bauer Media which will see Cheerios’ campaign promoted widely across Absolute, KISS and Magic radio stations.