Kellogg Co. has expanded a back-to-school promotion that offers free books in partnership with Scholastic Inc.Previously conducted only at Walmart (see “Kellogg Delivers …” in Related Articles), this year's program — now dubbed “Great Starts and Great Stories” — has been scaled to the national level while retaining an exclusive element for the mass merchant.The manufacturer is promising a free Scholastic book with three "Kellogg's Family Rewards" codes from promotional packages merchandised nationally or one “super code” from large-size SKUs exclusive to Walmart and sister chain Sam’s Club. The national offer requires membership in the "Family Rewards" loyalty program. (See "Kellogg 'Start Your Day' FSI" in Related Promotional Activity.)Participating brands span Kellogg’s, Eggo, Pop-Tarts, Nutri-Grain, Keebler, Cheez-It and a slew of cereals; Pringles and Kashi join the throng exclusively at Walmart.Codes for the national component are redeemed on a dedicated website (kelloggsfreebook.com), while Walmart and Sam’s Club codes are entered at scholastic.com/samsclubfreebook. Consumers can enter up to 60 codes during the promotion, which runs through May 30, 2014. Participants also have the option of donating codes to a school in need.Walmart devoted a four-page circular that dropped on July 21 to the effort. The tab employed the retailer’s seasonal “More School for your Money” slogan. (See “Walmart Promises ...”)Kellogg plugged the effort across a multitude of ads as the sponsor of a back-to-school-themed special-interest issue of Time Inc.'s All You magazine that became available in July. (See "Bayer Brings ...")In other account-specific activity, select Kroger stores are giving away an additional Scholastic book.