Kellogg’s Cornflakes launches first cause campaign

Kellogg’s is launching what it claims is its first cause related marketing campaign for Cornflakes in support of a charity that offers kids breakfast before school.

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The Help Give a Child a Breakfast Campaign will run on 7 million packs of Kellogg’s Cornflakes from October. Kellogg’s will donate 3p from every pack sold to its Breakfast Club Trust charity initiative which supports school breakfast clubs.

Kellogg’s has pledged to donate a minimum of £300,000 by the end of 2012 but is spending £3m on a marketing campaign to support the initiative.

The campaign, created by Leo Burnett, will include TV, radio and outdoor activity. A website and digital campaign, created by Glue Isobar, will also run.

It has also developed a year long partnership with Netmums and Heart FM to communicate the benefit of breakfast to mums.

Since 1998, Kellogg’s has set up more than 500 breakfast clubs in partnership with charity organisation Continyou, providing more than one million breakfasts each year.

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