Special K unveils new creative direction as it looks to battle ‘distrust’ of diet brands

Kellogg’s Special K cereal brand has overhauled its advertising in response to women’s desire to have a more positive relationship with food and to increase trust with its audiences.
The ‘Powering you’ campaign, which launches in the UK today (26 December), will run throughout 2018. It consists of TV, print and online elements, including four outdoor executions, multiple 10-second digital films and gifs for online and social platforms.
The brand says it hopes to educate a