The charity partnership will be promoted via an on-pack on 25 million promotional boxes of Kellogg’s Cornflakes, Kellogg’s Crunchy Nut Cornflakes and Kellogg’s Frosties from April to June.
As part of the partnership, Kellogg’s is providing schools and community groups with the tools, seeds and training they require to start their own gardens and grow crops such as maize and fruit and vegetables
Seeds for Africa will give the communities advice on water management and land preparation so that locals can produce food and build for the future.
Bruce Learner, corporate responsibility manager at Kellogg’s says the partnership follows on from its previous work supporting community projects in the UK.
Kellogg’s appointed advertising agency Leo Burnett to handle its global advertising business last year replacing JWT Worldwide.