rice_krispiesKellogg is spending £3 million launching a major six month campaign to inject some added value into the cereal category.

The company will embark on one of its largest consumer promotions to date, as it encourages shoppers to collect coupons from one of its 30 million participating packs and redeem in-store for free Kellogg’s cereal.

From April until June Kellogg’s Free Cereal promotion will appear on packets of its family cereals such as Corn Flakes, Frosties and Coco Pops and also adult cereals including Crunchy Nut, Bran Flakes and Fruit & Fibre.

Collecting three tokens on participating packs will allow consumers to redeem one of 13 different Kellogg’s cereals.
July sees Kellogg’s added value promotion roll into its annual Wake Up to Breakfast campaign.

As the centrepiece of the company’s third annual campaign to encourage consumption of breakfast cereals, the company will offer free boxes of its iconic Kellogg’s Corn Flakes cereal with free pints of milk.

Available through a similar three voucher collect mechanic, the ‘Free Kellogg’s Corn Flakes and milk’ promotion will appear on 30 millions packs of cereal nationwide, with vouchers being redeemed in retail partners.

Director of Sales at Kellogg’s, Mike Taylor, said: “As category leaders, we’re kicking off six months of heavy weight activity to add value to cereal.

“This is about rewarding loyal Kellogg’s shoppers and delivering retailers a well marketed campaign to help drive shoppers down the cereal aisle.”

Both Kellogg’s Free Cereal and Wake Up to Breakfast promotion will be supported by TV advertising which will reach 75% of UK households and was developed by Manchester’s Cheetham Bell JWT.

Each participating cereal brand will also feature back of pack information about the government’s healthy eating and fitness initiatives – Change4Life and Breakfast4life – of which Kellogg’s is a signatory.

Mike concluded: “Nutritionists agree breakfast is the most important meal of the day and that’s why we’re committed to providing the British public with a breakfast boost and value in their basket.”

Further information from the Kellogg’s press office on
0161 869 5500.

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