Kellogg Activity Report, May 2009-May 2010

GENERALMay 2010Kellogg Co. tapped into the June 18 theatrical release of Disney/Pixar's Toy Story 3 to offer "free stuff" online, as stated in a May 23 FSI. Consumers used in-pack codes from cereal boxes to amass points redeemable on a dedicated microsite for prizes such as $5 in "concession cash" and a free movie ticket. The promotion ran from March 30 to June 30.April 2010Keebler in an April 18 half-page FSI encouraged consumers to "turn our wrappers into a good cause" and touted its partnership with sustainable manufacturer TerraCycle. The latter is collecting cookie wrappers and repurposing them into "eco-friendly" products such as lunch boxes and messenger bags. Online, consumers could start "Cookie Wrapper Brigades" to collect and send wrappers to Keebler, which pledged to donate two cents to a nonprofit of the consumer's choice for each wrapper received.January-February 2010Kellogg used 2010 Hall of Fame inductee Jerry Rice to help promote a "Big Game" sweeps that awarded a trip for four to the 2011 game. Entry was on a promotional website from Jan. 14 to Feb. 7. Dedicated floorstands gained solid placement in stores.Summer 2009Kellogg's longstanding "Fuel for School" campaign hit retail in July. The seasonal campaign centers on school bus-themed temporary displays that can be configured collectively to create a full vehicle or separately to provide multiple merchandising opportunities. The displays consistently gain strong placement in supermarkets, mass merchants and other retailers. The Keebler-branded displays carry graphics featuring the iconic Keebler elves and copy that encourages shoppers to "Grab Your Snack Supplies." Kellogg again last year gained deeper in-store traction through account-specific overlays, including: Supervalu's Jewel-Osco required that its shoppers use their loyalty cards to qualify for the $10 rebate. Kroger offered instant $4 savings at checkout with purchase of four participating products using a store loyalty card. Rite Aid dangled a $5 coupon by mail with the purchase of $15 in participating Kellogg's items through a feature in its August "Single Check Rebates" catalog. The coupon was good for future purchases of Kellogg products at the drugstore. ShopRite presented a school-themed promotion from Kellogg offering a "Family Fun Photo Calendar" with purchase of four eligible products in its Aug. 16 circular. The calendar contained incentive offers delivering $75 worth of debit cards.Spring 2009Kellogg tested a shorter and deeper cereal box in the Detroit area. Marketed to consumers as a pantry space-saver, the "test of our new space-saving cereal box is one of the largest packaging changes to hit the cereal aisle in 50 years," said John Ferro, the company's director of commercialization. The new box contained the same amount of cereal as before and was sold at the same cost as the previous shape.Kellogg continued promoting 100-Calorie snack packs with an instant-win game starring retired figure skater Kristi Yamaguchi. The in-pack "San Francisco Play" game awarded a grand-prize trip for four to San Francisco and lunch or dinner with Olympic gold medalist Yamaguchi. Five hundred additional winners each received an outdoor game set. Winning messages were found inside packages of the company's 100-Calorie Right Bites line, which covers various Kellogg's, Keebler and Sunshine products. A dedicated floorstand promoted the game in supermarkets and mass merchants. The promotion ran through Feb. 28, 2010.SUPERMARKETSAholdApril 2010Stop & Shop offered one to three free gallons of milk with purchase of three to seven SKUs of Kellogg's cereal. The offer ran for several weeks straight.Delhaize AmericaJanuary 2010Food Lion offered $5 off at checkout with a loyalty card purchase of five Special K products from Dec. 30 to Jan. 12.KrogerApril 2010Kroger offered two free gallons of private-label milk with purchase of four select Kellogg's cereals, Nutri-Grain bars or Keebler cookies or crackers.Winter 2009A one-day sale at most chains offered 50% off Keebler, Sunshine or Kashi products.SafewayMarch 2010Genuardi's used shelf talkers to promise $5 off the purchase of five Kellogg's cereals.Winter 2009Kellogg joined with Safeway to offer loyalty cardholders two 64-ounce containers of private-label apple juice with purchase of three Kellogg's cereals. Participating SKUs were flagged with shelf labels and listed in circular features.ShopRiteMarch 2010ShopRite offered one to three free gallons of milk with purchase of four to eight boxes of Kellogg's cereals.Winter 2009The chain dangled a free gallon of milk with purchase of three boxes of Kellogg's cereals from Dec. 13-19.Summer 2009In the week leading up to the July 4 holiday in 2009, ShopRite offered a checkout coupon for $5 off a future receipt with purchase of any four Kellogg products in a single transaction as part of the co-op's ongoing "Meal Rewards" program. In addition to the typical circular feature, the offer was promoted through display ads in multiple areas of ShopRite's website.The chain also supported a school-themed promotion from Kellogg offering a "Family Fun Photo Calendar" with purchase of four eligible products. The calendar contained incentive offers dangling $75 worth of debit cards.SupervaluWinter 2009Acme and Farm Fresh offered a free box of Kellogg Co.'s Special K with purchase of four SKUs. Circular features supported.Winn DixieApril 2010The chain offered a gallon of milk with purchase of four select Kellogg products to loyalty cardholders.February-March 2010The chain again teamed with Kellogg to support Habitat for Humanity by pledging 25 cents (up to $50,000) for every purchase of two Keebler, Sunshine or Eggo products from Feb. 17 to March 30 using a loyalty card. Winn-Dixie and Kellogg have partnered annually to support the organization since 2005.January 2010Winn-Dixie offered cardholders a free box of Special K with purchase of four boxes of brand product from Dec. 30, 2009, to Jan. 12.Winter 2009From Dec. 16-25, the chain dangled free milk with purchase of four boxes of Kellogg's cereal.MASS MERCHANTSKmartMay 2010The chain presented a Shop Your Way rewards offer of $2 with purchase of four select SKUs from Kellogg.MeijerFebruary 2010Kellogg offered a free half-gallon of private-label orange juice with purchase of any four cereals from Feb. 7-17.January 2010The manufacturer promoted an offer for a free Special K SKU with purchase of four from Jan. 7-13 in Meijer circulars.WalmartMarch-April 2010Pop-Tarts received placement on Walmart's Smart Network endcaps.January 2010Walmart hosted Super Bowl-themed floorstands from Cheez-It.Fall 2009The chain's website featured links to games and recipes from Kraft Foods and Kellogg, which splashed animated characters from DreamWorks Animation's Merry Madagascar (exclusively available at Walmart) on packaging for Chips Ahoy, Easy Mac and Rice Krispies Treats. Circular features supported.OTHER CHANNELS7-ElevenApril 20107-Eleven offered $1 off a Cheez-It SKU with purchase of any bottled or fountain beverage.Rite AidWinter 2009Rite Aid's weekly "Red Hot Specials" program spotlighted Kellogg's cereals in three different weeks.

Kellogg Activity Report, May 2009-May 2010

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