Commuters travelling along the M4 will be greeted with a 23-metre-high, box-shaped wrap of the Torch poster site, in a three-week outdoor campaign that includes rail and roadside 48-sheets, planned and booked by Carat and Posterscope.
A Kellogg's spokesperson said: "The M4 torch provides a unique opportunity for Kellogg’s Corn Flakes to remind people about the best way to start each day. Hopefully, the sunshine breakfast will brighten up the daily commute for everyone using the M4 each morning."
Spencer Berwin, managing director for sales at JCDecaux, said: "Kellogg’s have capitalised on the rare opportunity provided by our upgrade of the M4 Torch to create an outdoor campaign that is simply outstanding."
The M4 Torch stands on the busiest stretch of road between the City and Heathrow Airport. According JCDecaux, it provides 1.8 million impacts every week and an audience that is 67% ABC1.
The Torch will relaunch with two new LED screens on 11 October, delivering a display designed to be three times as clear as the previous screens.
This article was first published on mediaweek.co.uk