BATTLE CREEK, Mich. (AP) _ The Kellogg Co. has agreed to discontinue an advertising campaign that farmers said took a cheap shot at the traditional eggs-and-bacon breakfast.

The disagreement heated up when the Battle Creek-based cereal company began putting ads in restaurant trade magazines that sought to show cereal would appeal to health-conscious consumers.

One of the ads carries the banner, ''Look who's got eggs scrambling now,'' and says millions are switching from eggs and meat to Kellogg's cereal because it is ''heavy on nutrition, light on calories, cholesterol-free and many are high in fiber.''

The Michigan Farm Bureau countered with an editorial about two weeks ago in some of the same magazines, contending the Kellogg's campaign was ''probably written by some hot shot advertising whiz who wouldn't know a chicken from a cow.''

Kevin Kirk, spokesman for the bureau, said the president of the American Egg Producers Association also wrote to the company, complaining the ad was misleading.

He said medical evidence indicates that lowering blood cholesterol, but not necessarily dietary cholesterol as the ad suggests, reduces the risk of heart attacks.

Kellogg said Wednesday it would discontinue the nearly two-year-old campaign.

''We decided to discontinue it after reconsideration of the misinterpretation that has occurred,'' said Joseph Stewart, vice president of public affairs for Kellogg.

''Our intent was to communicate to those in the restaurant industry that ready-to-eat cereal is a good breakfast alternative, and obviously we think it is the best breakfast alternative,'' Stewart said. ''But that is not how the egg producers saw it.''