Expanding the Lexicon: Kellogg’s Breaks Silence After NAPW, Announces New Healthy Snack Campaign
No longer a screaming lobster in a pot of hot water, Kellogg’s appears to be on the rebound as it breaks its media silence to announce a new campaign. This is the first that we have heard out of the Kellogg’s camp since its debaucherous Pop-Tart Week press conference and the early conclusion of its disastrous North American Pop-Tart Week.
Joining forces with two impressively-resumed moms, Deb Geigis Berry and Rachel Brandeis, MS, RD, Kellogg’s has unleashed a plan to make snack time a healthy and educational experience for all children. In doing so they have expanded the snack food vocabulary with new words sure to be on everyone’s lips soon: snacktivate! (always to be followed by an exclamation point) and snacktivity. (Presumably you utter the former to commence the latter, in a fashion akin to “go go gadget snacktime!”).
Following a large internal shakeup this week, Kellogg’s seems to be back in tune with the minds of consumers, noting in its press-release that “while there are as many opinions about how to feed kids as there are parents, one thing is for sure: snacking is an essential part of a child’s daily routine.”
No word yet on whether the new campaign will make use of the new Pop-Tart flavors, as recipe reports were sketchy at the time of publication. Critics argue that the move towards promoting healthy snacks is simply a thinly-veiled maneuver to exploit the new U.S. Farm Bill’s increased emphasis on fruit and vegetable subsidies over the usual commodities. If that is the case, look for the Snacktivate! campaign to be on a five year plan, rather than the Pop-Tart’s ten.
Neither Deb or Rachel could be reached for comment, but a Snacktivate! representative who wished to remain anonymous dismissed the salacious allegations. “With more than 30% of the calories children consume coming from snacks, it is important that the majority of these calories are nutrient rich,” she said, insisting that Kellogg’s has only children’s welfare in mind. She added that as with all activities involving children, it is important to “start with a heaping cup of safety.”
-Jesse Gubb
July 24th, 2008 at 6:01 pm
Consumers are less willing than ever to compromise taste and convenience in order to get nutrition. Portable nutritious snacks are where it’s at. In fact, we’ll be covering the topic of Road Snacks for the next week while we’re traveling on vacation.
Check us out at http://www.marketingspoonful.com and http://marketingspoonful.wordpress.com/2008/07/21/vacation-2008-the-snack-food-frontier/.
Go Kellogg’s!
August 6th, 2008 at 1:45 pm
I don’t know if Kellogg’s will be able to rebound from the disaster previously known as NAPW. Company stocks have reached a new low and are in danger of complete collapse.