Marketing and PR Kelloggs 1

1. TASK 2
Melissa Storey

2. Breakfast clubs provides a healthy meal at the start of the day in a safe and friendly environment. They also provide a
great opportunity for kids to play, learn and socialise with classmates.

3. Organising Events: From previous research Kellogg's found out:
This made them want to push for more children to eating the most important meal of the day and make
sure existing breakfast clubs don’t close down. They developed a plan and an event.
Kellogg’s plan was to hold breakfast clubs around the UK in primary schools and village halls. They
organised these events by writing a communication plan. A communications plan sets out the overall
objective to be achieved and the means they will be measured. For example they plan what media
they will use and by using certain medias what limitations will this cause. They say in their brief, “for
example, noise might include using language or jargon that the receiver will not understand or using a
channel such as email or the internet when the receiver does not have a computer.”
In the communication plan they also included a diagram plan that shows how things connect together
and if one is not done right then it could break the communication process from sender to receiver.
They plan around this and make their event with starting with a message that carries onto the media
and the receiver.

4. Managing the message: Kellogg’s targeted their employers and devised a plan for communication for
internal and external stakeholders. They set up a company intranet and encouraged employees to get
involved through information posted on there. This covers the communication principles such as
“communicate the initial results and early progress of your change efforts to everyone,” and
“communicate openly, honestly, and frequently as things continue to change.” It also lets everyone
know what is happening, why, and what they can do to help, another principle of managing the
message.
It also says employees were invited to attend a breakfast club. This was also with two local schools
and they also visited breakfast clubs that received Kellogg's funding to do so. This gives the
employees a treat and makes them feel acknowledge that they are being invited to do things outside of
work to thank everyone who helped contribute to their success.

5. Positive Publicity: This is how the media got involved in the campaign of the Kellogg's breakfast. A
partnership with Netmums was created to let parents know what Kellogg's are trying to do in the
surrounding areas and how they can get involved. Including other companies to get involved or make
awareness about what you are trying to do is always a good idea as it makes aware of what you are
doing and helps advertise both brands.
Delegating the news through Twitter and Facebook and creating pages so people can show their
support for the campaign again gets the news around quickly. It gives parents a chance to express
their views, mostly positive views, for others to see.
MPs were invited to attend their local breakfast clubs and award funding cheques. MP David Mundell
gave a primary school in Peeblesshire funding from Kellogg's 'Give a Child a Breakfast’. St. Ronan's
Primary in Innerleithen was chosen to receive a £450 grant as part of their campaign to provide
breakfast clubs nationwide. This is a good way to get the local MP positive publicity as well as
Kellogg’s as they will know they will get some publicity if including Members of Parliament.

6. But this was one of the biggest highlights Kellogg’s got out of the Press in the first six week trial.
It showed that they were very successful with their event and people were interested nationally.
Daybreak is a good program to get news coverage from as it has a similar target for parents and likes
to give parents tips on things to do with their children. They would not include a report on it if the clubs
were not a good idea or successful. As it states all the reports carried a positive reaction and
successfully reached an average audience of 9 million people.
Spin: Although this campaign is for young boys and girls to eat breakfast, Kellogg’s have taken this
opportunity for themselves too. Being the first cereal brand to set up an event like this gets their brand
name more popular and the positive publicity puts good things onto the brand making it more family
friendly and welcoming. Although they want you to think it is about getting people to eat breakfast, they
are wanting the publicity too. This is shown by then writing to MPs to come and visit a breakfast club
as they know they will get publicity with politicians. This will then spin onto the politicians who will
attend breakfast clubs to show the public how they do positive things for the public, making them look
like good politicians.
Compared to other cereal brands such as Nestle, they have not done anything like this to help young
children eat their breakfast.

7. Damage Limitations: After 20 people complained about a foul smell and waxy taste from Kellogg’s
cereal brands Apple Jacks, Corn Pops, Fruit Loops and Honey Smacks, Kellogg’s recalled 20 million
boxes back loosing them $70 million. Complaints extended from a foul odour to reporting nausea and
vomiting.
Kellogg’s responded by not fully apologising but by saying it was the company who package the
cereals. They did however explain that the level of chemicals used to make this foul smell and taste
were not harmful and they are working with its supplier so it does not happen again.
A recall of Kellogg’s cereal has happened again when some Special K may have small fragments of
glass in it. The recalled 36,000 with them saying it was only a small recall but it was safer to do this.
Sources:
http://www.huffingtonpost.com/2010/07/14/kellogg-cereal-recall-packaging_n_646916.html
http://www.reuters.com/article/2013/02/21/us-kellogg-recall-idUSBRE91K04920130221

8. Lobbying: Kellogg’s spent t $363,860 lobbying on issues involving marketing rules, advertising
regulations, and bills regarding nutrition in schools. They did this by having a breakfast at the House of
Commons. This is what Kellogg’s European President, Tim Mobsby said there:
Inviting MPs to these breakfast clubs helps them see how important breakfast is for young children in
schools who need funding for this. This helps the parliament see first hand making them feel sorry for
the children, if their school doesn’t have enough funding to start their own breakfast club.