KELLOGG CANADA RECRUITS TEAM MEMBERS FOR NEW MARKETING INITIATIVE
By Adnews Staff
Toronto-based Kellogg Canada is assembling a new marketing team for the re-launch of its Apple Jacks cereal in Canada. The Jacks Pack team will be comprised of 21 kids selected by Kellogg following a national search this past Spring. The Jacks Pack team will work with a representative from Toronto-based youth-oriented NRG Group, in addition to having a team of Kellogg's marketing employees as advisors/mentors. The team will be responsible for marketing decisions including product packaging, choosing the new look and taste of the cereal and helping to create the supporting advertising campaign with Kellogg's ad agency. Jacks Pack members will follow a business curriculum, learning what goes into the development of a cereal brand and for three hours every other week, will work online as a group, over the telephone and in person. Kellogg's supported the program with an on-pack cereal promotion, two national television spots, in-store materials and an interactive Web site. The on-pack graphics were designed to promote Jacks Packs as well as gather ideas for the re-design of the cereal box. The TV spots ran during the national search encouraging kids to get involved. The deadline for the packaging design contest is June 30. In July, the 21 team members will be chosen and in August the team will officially be announced. Advertising for Kellogg's is done by Leo Burnett Company. In-store materials were created by DraftWorldwide Canada and public relations is handled by Media Profile, all of Toronto.