Kellogg’s has announced that comedian Rob Brydon will front its new £13m marketing campaign to promote Crunchy Nut Cereal.

Brydon will play newsreader Bruce Bowls in the new series of TV and radio ads that will aims to communicate ‘the irresistible tastiness’ of Crunchy Nut, and also introduce consumers to the brand’s new-look packaging.

The campaign, created by Leo Burnett, will also be supported by outdoor advertising and a large-scale digital campaign including social media. 

“We’re delighted to be working with Rob,” said Peter Harrison, interim head of marketing for Kellogg’s. ”He’s hugely popular with consumers of all ages and we believe the comedy element that he brings to Crunchy Nut will help us grow the brand even further.”