Kellogg's Rice Krispies will be encouraging families to have fun in the kitchen through an on-pack promotion beginning next month, supported through a multimillion-pound TV and press campaign. The special packs will feature baking ideas that children and parents can cook together using Rice Krispies. An interactive website will also include recipes along with party games and downloads. Kellogg's said the promotion would encourage consumers to use Rice Krispies on occasions other than breakfast. "This promotion is a great way of reminding parents and kids of the different ways they can enjoy this cereal and spend time together in the kitchen," said UK sales director Kevin Brownsey. The TV and consumer magazine ad campaign will break in December.

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