Kellogg’s promotion a boost for ISP Seal

Kellogg’s “Feast of Football” initiative is to be the biggest promotion yet to adopt the Institute of Sales Promotion (ISP) Seal, devised to reassure customers that a promotion is legal and CAP code compliant.

Kellogg’s is placing the stamp on 28 million cereal packs for the promotion, which begins today (1 April) and runs until July.

A brand can use the ISP Seal if the body’s legal advisory service decides that a promotion is legal and meets regulatory requirements. The Seal was launched in May 2009 and has been awarded to 75 promotions so far.

ISP chief executive Annie Swift says the body received 229 complaints between May 2009 and January 2010, an 11% drop on the same period a year earlier.

She says: “It is imperative that the promotional marketing industry follows best practice at all times, and the ISP Seal has been designed to be a very visible indicator of quality for promotions.”

The Feast of Football activity will run on Kellogg’s Crunchy Nut, Corn Flakes and Frosties brands.

The marketing initiative is designed to drive repeat purchase with unique pack codes redeemable for football-related prizes, including ringtones, five-a-side pitch hire, replica shirts and training equipment.

The cereal maker is also catering for shoppers not interested in football with equivalent value prizes not related to the World Cup.
As of May 27, the ISP is changing its name to the Institute of Promotional Marketing.

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