Kellogg readies unusual campaign

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Kellogg Co. tapped Leo Burnett USA, Chicago, for an unusual print campaign unifying all its brands and highlighting the benefits of eating cereal in general. The effort, to break later this month, includes six executions themed, "Cereal. Eat it for life." Each focuses on a particular health aspect of cereal with copy lines such as, "Kids who eat cereal perform better in school," "Adults who eat cereal consume less fat each day" and "Can cereal reduce the risk of heart disease?" The umbrella campaign supports all Kellogg brands, including those handled by Kellogg's other major cereal shop, J. Walter Thompson USA, New York.

Copyright August 1997, Crain Communications Inc.

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