Kellogg launches Internet-based loyalty program

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Kellogg Co. introduced its first Internet-based loyalty program at EETandERN.com. Designed to recognize and reward consumers for their commitment to Kellogg's cereals, the EET and ERN (eat and earn) program allows consumers to earn points and redeem them for toys, sporting goods and school supplies. The companies that have signed on as the program's first partners include fogdog.com, Schoolpop.com and toysmart.com. Consumers retrieve special 15-digit encrypted codes found inside select Kellogg's cereal boxes and sign up online; a point value is rewarded for each code entered. Kellogg will introduce new spokescharacters EET, a horse, and ERN, a pig, to advertise the new program via online, national network and cable TV, and print. Leo Burnett USA, Chicago, handles.

Copyright April 2000, Crain Communications Inc.

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