US food group Ralcorp Holdings is to launch an advertising campaign for its Post Original Shredded Wheat cereal.

The firm is aiming to highlight the product's "consistent, 117-year brand image" and its use of the "same trusted wholesome ingredient and brand for more than a century".

"We're proud that Post Original Shredded Wheat has remained the same basic, naturally nutritious and delicious ingredient since Henry Perky first created the cereal back in 1892," said senior brand manager for Shredded Wheat Bonnie Lidz.

"Our natural whole grain wheat is as good for you now as it was then so there's been no reason to change it.

The campaign, which launches on 19 April and runs through to 31 August, will involve television spots, newspaper and magazine advertising to drive a website containing a series of "humorous webisodes", the company said today (17 April).

"At the same time, there's been a marked change in American values, with a greater desire for honesty, trustworthiness, and security during a time of economic and societal uncertainly," said Kelley Peters, director of integrated insights and strategy for Post Foods. "Post's marketing messages underscore the fact that Shredded Wheat has always been a simple, honest brand, and one of the healthiest foods on the grocery shelf."

Post Foods is also the manufacturer of ready-to-eat cereal brands including Honey Bunches of Oats, Pebbles, Grape-Nuts, Shredded Wheat, Honeycomb, Post Selects and Trail Mix Crunch.