As part of its upcoming ‘love your cereal’ campaign, Kellogg’s has launched a ‘tip & sip bowl’ promotion, across promotional packs of its cereal.

The manufacturer is encouraging repeat purchases as customers must buy three promotional packs to get enough codes for a bowl. The kids’ bowls contain a built-in straw, which lets customers sip the milk at the bottom.

The promotion will run across packs of Coco Pops, Honey Pops, Rice Krispies, Frosties, Corn Flakes, Krave and All-Bran.

It will be supported by TV advertising during August and September as well as PR, in-store and digital activity.

In addition to the Tip & Sip bowls that feature character designs for kids, retro bowls are available for adults.