Kellogg's to launch animal adoption promo

by James Quilter, Promotions & Incentives 27-Nov-08, 10:20

LONDON - Kellogg's is gearing up to launch an 'adopt a monkey' campaign on 22 million packs as part of its first activity for 2009.

The push follows on from this year's 'win a day as a zookeeper' campaign. The Adopt a Monkey push is run in conjunction with wildlife charity Born Free.

By collecting three cereal packs consumers will be able to claim a free six-month adoption of a monkey. The primates are within the Lilongwe wildlife sanctuary in Malawi.

In addition to the on-pack element of the campaign there will be a dedicated microsite enabling consumers to keep track of any animals adopted. There will also be a downloadable adoption pack including a picture of the monkey and a certificate.

The campaign will also be supported with in-store advertising.

Kellogg's head of consumer promotions Sam Blunt said: In the current climate this offers great value for the consumer as each promotion really appeals to mum as well as helping fund a very good cause.

Separately Kellogg's is relaunching its Special K Slimmer Jeans Challenge in a £3million push next month. As part of the campaign it will be running Shapemate, an interactive service giving dieters free online support. The promotion will run from December through to the end of January.