Kellogg's has hired iris Experience to help launch new cereal brand Krave in the UK with a nationwide sampling campaign.

The first activity will see iris's experiential division target universities in March before being rolled out to city centre consumers and at events across the country.

The campaign will primarily target 18 to 24-year olds in line with Krave’s target audience and will see the agency visit 25 university campuses.

A mass sampling drive in city centres and at events including the Newquay Surf Festival will then follow.

Sample packs will be distributed along with communication material to drive consumers online across all sampling channels.

Nico Tuppen, joint managing director of iris Experience, said: “It’s great to be partnering with Kellogg’s on another brand launch and we are looking forward to helping build a longer term link between Krave and the young adult market.”

The work is part of a wider launch campaign for Krave. Kellogg's has already appointed CMW to create a social media and digital strategy.