Kellogg Supports Middle School Sports With Meijer Exclusive
What’s new: WK Kellogg Co. activated its National Football League sponsorship by running a campaign at Meijer benefiting Detroit middle schools — a tactic that fits in well with the Midwestern retailer’s focus on building close community connections.
Why it matters: The manufacturer donated $5,000 each to five Detroit area middle schools to fund their sports programs as part of the Kellogg’s Frosted Flakes Mission Tiger program. That effort launched in 2019 with a $1 million contribution to DonorsChoose, a nonprofit dedicated to supporting U.S. public schools. Shoppers can upload a receipt for Frosted Flakes throughout 2025 at MissionTiger.com to trigger a $3 donation to the cause (capped at $500,000).
What we saw: Pallet displays in stores stocked exclusive limited-edition Detroit Lions packaging of Kellogg’s Frosted Flakes and Rice Krispies, which were only available in Michigan stores. Kellogg plugged the SKUs on Instagram.
Elsewhere in stores, an endcap display spotlighted Kellogg’s annual back-to-school “Feeding Reading” campaign. Shoppers who bought a box of Kellogg’s cereal from May 21 to Sept. 30 could upload their receipt at FeedingReading.com to receive a Penguin Random House book.
Related activity: Violators depicting Kellanova’s Pop-Tarts, Eggo, Cheez-It and Pringles used a “Snack to School” theme to offer shoppers a $10 digital gift card with a $25 brand purchase from June 16 to Sept. 30. A QR code on the display linked to SnacktoSchoolOffer.com, where shoppers could upload their receipt to redeem the offer. (The Kellogg Co. in late 2023 separated its North American cereal business, resulting in two independent companies – Kellanova and WK Kellogg Co.)
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
