The amount of 12 million pounds the cereal giant spent Kellogg’s for a new advertising campaign in order to recover its low profits.

The famous company spent this dizzying amount in order to “bring to life” the beloved rooster in a 3D animation.

Cornelius is the mascot of the brand asince 1958, but has been redesigned with the help of experts at an animation studio who are also behind the hit Harry Potter and Paddington films.

In a 60-second clip, which will air on TV from December 23, the famous rooster will take to the streets while playing Jurassic 5’s hip-hop track Jayou. This is the first time the song has been used in an ad.

From January, the ads will appear on social media, focusing on “You Do You moments”, and users will see the famous rooster appearing in different ways in different scenarios.

The campaign, called See You in the Morning, aims to revive the brand’s cereal volumes after falling sales.

According to figures published by The Grocer, the top 10 best-selling Kellogg’s cereal brands sold 6.2 million kilograms less in the 52 weeks to September.