Kellogg calls on children to vote for next Winder

Tania Mason

April 24, 2003

How long?

1 minute

Kellogg calls on children to vote for next Winder

Kellogg is inviting kids to choose the flavour of the next Real Fruit Winder and pick the streching device they want to see used in the TV ad, in an interactive campaign for a variant of the snack.

The promotion, created by Leonardo, asks children to text, phone, e-mail or post their preferences to the company.

Not only can they vote for their favourite flavour from lemon, tropical or raspberry, but they will also be surveyed on their choice of stretching implement - the tool that turns the fruit into a Real Fruit Winder in the TV ads.

The items are a piano, garden roller, sumo wrestler, steel band and whale.

The winner will appear in the TV ad by Leo Burnett. The voting section, on realfruitwinders. com, features a vote count and a Fruit Test Dummies game that allows kids to test the power of each device.

The initiative will be promoted from May in TV and press ads, online and on-pack.

Kellogg created a snackfood category in the UK with the launch of Real Fruit Winders in January 2001.

The company put £6m behind the product in the first year and backed it with a number of guerrilla marketing stunts, such as the dumping of tonnes of blackcurrants on a Norfolk garden.

Topics

Marketing