US cereal maker Post Foods is to launch an advertising campaign aimed at male consumers for its Grape Nuts brand.

Post Foods, bought by Ralcorp Holdings last year, said it is trying to “stand out” in the US$6.6bn ready-to-eat cereal category.

The cornerstone of the initiative is a 50-episode web series titled ‘The Guy’s Manual’ to air on MSN and featuring host Kenny Mayne from ESPN’s ‘Mayne Street.’

“Grape-Nuts is one of Post’s core brands, and has a loyal and dedicated following of men,” said Post president Steve Van Tassel. “With this new campaign, we are stepping up our support of one of our signature brands with a clever and long-term effort that speaks directly to our target audience.”

The “That Takes Grape Nuts” tag is the foundation for the series that provides advice to men on “how to get the tough things done”. The campaign also includes print, radio and banner ads through Sports Illustrated’s media network that drive to the MSN website.

The effort is debuting with 14 episodes that will eventually expand to include 50 total webisodes airing over the next eight months.

“The Guy’s Manual” includes webisodes and articles to discuss everything from work and relationship to family and style, the company said.