Special K Using Real Plus - Size People As Models

It's Part of the Cereal Company's "What Will You Gain When You Lose?" Campaign

This is appropriate news for Full Figured Fashion Week: Cereal brand Special K has announced it will be using plus-size real people in its ad campaign.

"Real women" with BMIs of up to 29 (25 through 29 is considered overweight) will be used in the "What will you gain when you lose" campaign the company started in 2011, and will now update with women who represent a larger range of the company's customers.

Read: Full Figured Fashion Week Aims To Bring Plus-Size Clothing To The Spotlight

"We want to encourage a responsible attitude when it comes to body image and to show that losing weight isn't just about the way you look or a certain size you need to conform to, but more importantly about the way it makes you feel," a Special K spokesperson said (as reported by Jezebel.com).

"The fact that we are using real women for the first time of a variety of shapes and sizes is the perfect way to encourage women to think differently about losing weight and not just focus on the numbers on the bathroom scales."

The campaign has launched at the Special K website, where women are seen in photos holding up signs that say "Assurance," "Peace," "Sass," "Delight" and "Glow."

Read: Former Plus-Size Model Crystal Renn in Sports Illustrated Swimsuit Issue [PHOTOS]

The website also asks visitors to upload a photo of themselves, with their health goals, which will be turned into a motivational video.

British mom of two Katie McNeil -- who has a BMI of 29 -- is among the women featured in the ads, having been spotted and approached to participate while she was out shopping.

"I think it's really inspiring to see more realistic women and body sizes instead of size eight models all the time in advertising, which is why I was delighted to take part," McNeil says. "Losing weight for me is about feeling great whatever size or weight I am and this campaign sums that up perfectly."