Kellogg backs Euro ChildLine drive

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.”

Latest from Marketing Week

Marketoonist on GDPR

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here