Watch the new TV advert from Kellogg's, created by Manchester-based CheethamBell JWT.

The cereal brand's latest TV ad, which breaks on Monday (2 March), tells 'the story of the signature', and shows how Kellogg's has evolved from the days when its founder, W K Kellogg, once signed every box personally.

W K Kellogg appears in the ad as a puppet-style animated character – the first time he has been portrayed in the firm's UK advertising.

In a bid to position the brand's logo as a stamp of quality that stands today, and to remind consumers that the firm does not make cereal for other companies, the ad ends with the voiceover: “So if it's not Kellogg's on the box, well, it won't be Kellogg's in the box”.

The latest work builds on the heritage theme introduced in last year's television push for Kellogg's Corn Flakes.

That ad, which launched in November and was also created by CheethamBell, showed how the Corn Flakes box has changed over the years from its first packet to how it appears on the shelf today.