Kellogg readies price-cut ads

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Kellogg Co. will begin an ad campaign "within two or three weeks" to introduce its cereal price cuts to consumers, Arnold Langbo, chairman-CEO, said at a news conference Monday morning. The campaign, from Leo Burnett USA, Chicago, will highlight price reductions of 18% on Frosted Flakes; 22% on Frosted Mini-Wheats; 27% on Froot Loops; and 26% for Raisin Bran. Mr. Langbo said the company would also become "more selective in couponing with fewer coupons targeted more efficiently," but declined to give specifics or comment on whether the company will issue a single coupon for its brands as competitor Post has done. Mr. Langbo maintained the price cuts wouldn't trim the company's marketing budget, noting that the price drop would be funded by "major gains in price promotion efficiencies."

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