Kellogg Packs Multiple Offers for 'Cat' Tie-in

Procter & Gamble may be the official cleaning-product partner for Dr. Seuss' The Cat in the Hat, but Kellogg Co. has concocted its own tidy tie-in with an offer for free house-cleaning service.Promotions related to Universal Pictures' Dr. Seuss' The Cat in the Hat will run across 75 million Kellogg's packages. Fifty-five million cereal boxes from seven brands including Froot Loops, Smacks and Apple Jacks will tout the "Clean House" sweeps. Twenty consumers who find the Cat's white gloves inside boxes win the grand prize. The company also has created limited-edition Cat-themed cereal and Pop-Tarts.Meijer and ShopRite both teamed with Kellogg for account-specific versions of the "Clean House" sweeps. For Meijer's "Clean-Up" campaign, four grand-prize packages featuring one year of bi-weekly house-cleanings will be awarded chain-wide. Consumers enter via tearpads in stores Nov. 16-22. ShopRite recently wrapped up its program, which entered PricePlus loyalty cardholders into a drawing with each purchase of two participating Kellogg's items. The program ran Nov. 9-15. Five grand-prizes of cleaning service and 190 first-place packages of Cat stickers and books were awarded.Among Kellogg's other Cat campaigns:Pop-Tarts hosts a secondary mail-in offer for free Cat T-shirts with the purchase of three Pop-Tarts SKUs. Plush toys of film characters Thing 1 and Thing 2 are packed in 20 million boxes of cereal spanning eight brands, including Cocoa Rice Krispies and Apple Jacks. Co-equity overlays at Cub Foods and other retailers support. (See "FSI Report: Nov. 9, 2003" in Related Articles.) Corn Pops is hosting an instant-win game at kelloggs.com. Visitors take a five-question quiz; those who score perfectly win one of 366 prizes, including watches, cameras, CD players and movies. The game runs through September 2004. Also, shoppers who find a striped hat inside Pops boxes win a snow-boarding, beach or resort party. Kellogg's unites its Eet and Ern kids' loyalty program with Loews Cineplex Entertainment for an online movie-ticket sweeps. Kids purchase specially marked Kellogg's packages to obtain codes. Once entered at eetandern.com, the codes turn into points and can be used to "purchase" toys, sporting goods and school supplies. Consumers who submit Eet and Ern items Oct. 1-Nov. 30 are automatically entered into the sweeps, which is also offering 833 sets of Loews tickets.Supporting P-O-P materials include ceiling danglers, lenticular shelf strips, header cards and standees. Universal Pictures Dr. Seuss' The Cat in the Hat premieres Nov. 21.

Kellogg Packs Multiple Offers for 'Cat' Tie-in

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