Newspaper publisher Trinity Mirror is teaming up with cereal manufacturer Kellogg’s in a new advertising partnership.

The group’s regional and national brands, as well as children’s paper the Primary Times, will be promoting Kellogg’s annual Give a Child a Breakfast campaign.

They will also be championing the ‘Kellogg’s Origins’ programme, which aims to explain the story of cereal from seed to spoon,

The deal, which will see the cereal maker take over an entire Primary Times edition, was put together by company’s National Advertising Sales Agency, nasa.

Mark Field, nasa’s director of invention said: “This is another great example of collaborating with an agency, client and other media owners to deliver a highly engaging, bespoke, content solution.

“We are really excited to be working with Kellogg’s again on such a creative partnership.”