Kellogg's - Media Relations

Challenge

Kellogg's Morning Jump-Starts is a package containing individual-size servings of 1/3-reduced sugar cereal, 100% fruit juice and a Pop-Tart or graham crackers. When served with 8 ounces of milk, Jump-Starts meets USDA requirements for a reimbursable school breakfast. Kellogg's wanted to promote this convenient and cost-effective breakfast solution to schools through both national consumer and trade media coverage.

Solution

c21's media relations efforts to launch this new product had to overcome two challenges:

1. A similar product, Breakfast Breaks, was already known in the marketplace.
2. Schools and media may respond adversely to the breakfast kit's inclusion of Pop-Tarts and kid-friendly cereals due to the perceived lack of nutritional value.

c21 created Kellogg's-branded jump drives loaded with ready-to-use press materials and product images. The information provided highlighted the economic benefits of Morning Jump-Starts and the benefits of a balanced breakfast for kids. In addition, for key media, including the Today Show, CNN and FOX News, we sent actual product samples along with icy-cold milk in a refrigerated pack.

Results

The media kits were distributed within two months of the project start date, and Morning Jump-Starts was immediately included in an article on school breakfast in The Wall Street Journal. c21 also secured placements in The Tennessean, Foodservice News, Foodservice Director and Empire Foodservice News. In addition to media coverage, Kellogg's achieved economic success with the product - in the first three months of its launch, Morning Jump-Starts' sales reached $800,000.