Kellogg is embarking on its first cause-related marketing campaign in Europe, by backing children’s charity ChildLine with a new advertising and promotional campaign called “Helping Kids Grow”.
The year-long campaign will be flagged up on 54 million packs of Frosties, Rice Krispies, Coco Pops, Choco Corn Flakes, Ricicles, Corn Pops and Honey Nut Loops.
Helping Kids Grow will target parents, carers, teachers and children. It will offer advice and support through on-pack information, national press, magazines and school support packs.
A TV campaign featuring pop stars Five, Westlife and Christina Aguilera will launch the campaign on Friday. Leo Burnett created the ads. Media is being bought by MindShare. An e-mail campaign and website will also run at www.helpingkidsgrow.co.uk. Kellogg has pledged a minimum of £500,000 to ChildLine, the UK’s free helpline service for youngsters.
A promotion on cereal packs, through record company BMG Entertainment, will offer a customised CD in return for collecting six tokens. Kellogg will donate 30p to ChildLine for every CD requested.
Kellogg director of public affairs Chris Woodcock says: “This will generate greater awareness, better understanding and much-needed funding for ChildLine, combined with higher sales and an even stronger reputation for Kellogg.”