Kellogg's is invest GBP2m (US$3.98m) in a two month long promotion fronted by Olympic champion, Kelly Holmes, and delivered in alliance with Microsoft Live Search.

Wake Up to Breakfast 2008, kicking off this month, will carry a message to mums with children on 35 million cereal packets including Rice Krispies and Corn Flakes.

The company has partnered with Microsoft Live Search to promote Wake Up to Breakfast on Microsoft's UK digital channels - including MSN and Hotmail.

Kellogg's sales director, Jean-Yves Heude said: "Our commitment to promoting cereals as an integral part of the breakfast occasion has helped the category grow to its current GBP1.23bn value. 

"The trade will see a significant change to our campaign this year.  We have one celebrity and one key message.  In an Olympic year, we are delighted to have double gold medallist Dame Kelly Holmes front the promotion."

Kellogg's currently has a 42% share of the GBP1.2bn ready-to-eat breakfast cereal category.