Breakfast cereal giant Kellogg is launching a six month on-pack token promotion for free cereal to tie in with its annual Wake Up to Breakfast campaign.
The two strands of the £3m campaign launch next month with promotions on 13 of Kellogg’s cereal brands and a television campaign created by Cheetham Bell JWT. The ad features a similar animation to the current Kellogg campaign focusing on founder William Kellogg but with a message about rewarding loyal Kellogg’s consumers.
Shoppers will be encouraged to collect three tokens to claim a free box of Kellogg’s cornflakes cereal and pint of milk. The promotion is the brand’s third annual campaign aimed at boosting consumption of breakfast cereal.
Promotional packs will also carry information on the back about the Government’s anti-obesity campaign Change4Life and Breakfast4life. Kellogg is a commercial partner on the latter and has re-branded its breakfast clubs aimed at children to the Change4life “sub-brand” Breakfast4life.
Mike Taylor, sales director, says the campaign represents “heavy-weight activity” from “category leaders” to “add value to cereal” helping retailers “drive shoppers down the cereal aisle.”
“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 some value in their basket,” he adds.