• USA Today, Monday, January 15, 2007 11 AM

In three major metropolitan areas, Kellogg's begins running radio, TV and Web ads today at specific snacking hours that offer alternatives to diet-cheaters.

"It's 2:58 p.m. Right now, you're about to cheat on your diet with a big hunk of something chocolate," says one of about 30 TV ads and dozens of radio and Web ads. A low-calorie Kellogg's product is suggested. Media buyer Starcom USA booked specific ad slot times in Chicago, New York and Los Angeles.

Those ads are similar to Wendy's content-adjustable approach, which was used in an ad that aired Dec. 24. Wendy's plans to do more with a strategy that "adds immediacy, relevancy and impact," said chief marketing officer Ian Rowden.

The real-time twist, also used by Wendy's, is seen as a way for an ad to stand out. "It's more engaging if we come at consumers in a live way," says John Condon, chief creative officer at Kellogg's ad agency, Leo Burnett.

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