To target mums with kids around key times of the day. Establish Mini Max brand as the friendly and fun helper for kids to interact and engage with. Build on the success of 2012 which resulted in the TMi campaign delivering a huge ROI of £3.25, vs. £1.10 for the generic ad campaign which aired across all channels. Create new and engaging content for kids to enjoy and relate to. Introduce new tagline 'Bring On School'.

On-air & channel sponsorship where Mini Max also appeared in our Boomerang Channel idents at key times throughout the year. Online Activity: Mini Max Microsite - boomerangtv.co.uk/minimax to accompany webdrive bursts. Kellogg's Mini Max returned in 2013 to Boomerang with a year long campaign incorporating sponsorships, competitions and digital engagement. Developed Mini Max's character in 5 new fun scenarios. Furthered the association between Mini Max being a helper for mum and term time by creating a wealth of content to add fun to regular school subjects.

• Over 109,500 page views. • Over 21,000 unique visitors. • Over 2,950 competition entries! • Average time spent over 5.5 minutes. Online- Over 75% of kids printed off the planner to keep!