The cereal giant will instead run a single campaign across its family brands, including Coco Pops, Rice Krispies and Frosties, aimed at the entire family. In 2003, Kellogg launched nine film-themed promotions. In contrast, this year it has run one - with Shrek The Third.
The strategy change was illustrated by its cyclometer on-pack giveaway, featured across its range and aimed at encouraging families to get on their bikes (10 July, pandionline.com).
"Kellogg wants to do more promotions that are educational," said Chris Werman, corporate communications director at Kellogg. "It also makes more sense to target mums because they are the ones buying the products and by running a promotion across the entire Kellogg's range it means that kids won't be pressuring parents to buy a particular brand," he added.
Kellogg has also appointed Sam Blunt, director at experiential agency Mango to the role of consumer promotions controller for the UK, following an eight-month search to fill the position.
Kellogg was forced to reopen the recruitment process just two months after filling the job. Sean Dowie, the ex-Kellogg marketer redrafted to the post from South Africa in January was shifted to become senior brand manager on Special K. The job became vacant when Elisa Webb became senior innovation manager for kids' snacks in December.
Blunt will report to marketing operations and media controller David Walker.
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