The push, which will run on 25 million packs of Rice Krispies, Frosties, Coco Pops and Corn Flakes, will also offer free entry for an adult or child when accompanying a full-price paying adult to participating zoos and aquariums in the UK.
The promotion will run for 10 weeks from mid-January and be supported by a TV campaign, which breaks in February. Consumers will be invited to enter the competition online or to text the on-pack date code. One winner will be chosen every day to scoop the top prize, which includes breakfast at the zoo, before shadowing a zoo keeper and helping with duties such as feeding and cleaning the animals.
Kellogg has moved its promotional work toward family activities following its decision to abandon the use of TV or movie character licences in preparation for the tightening of guidelines on marketing to children.
It is currently running a baking promotion on packs of Rice Krispies and on a specially created website to encourage families to have fun in the kitchen and try out recipes involving the cereal.
In the summer, Kellogg offered free cyclometers and a 10 per cent discount on cycles and accessories at Halfords, as well as a free bike safety check.
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