CHATELAINE AND KELLOGG CANADA LAUNCH TAKE CARE CHALLENGE
By Adnews Staff
Chatelaine and Kellogg Canada, both of Toronto, have teamed up in a nationwide challenge. The "Take Care Challenge" launched mid-July encouraging women to take charge of their health. The program is running in 350 national and regional grocery chains until the end of September. In-store displays offer women information material, free samples of Kellogg's Special K Plus cereal and in many cases a nutrition consultant will be on-hand to answer any questions. Women can also fill out a questionnaire that will measure their level of nutrition while at the same time identify knowledge gaps. Advertising and public relations support includes a one-page ad in the July annual health issue of Chatelaine, promotion online at <http://www.chatelaine.com>, grocery flyer ads announcing the program and on-pack promotion on two million boxes of Kellogg's Special K and Special K Plus cereal. Chatelaine and Kellogg's will also be conducting a separate, research study to measure women's level of nutrition understanding. Results will be released in January 2001 in conjunction with Kellogg's Healthy Resolutions campaign. Public relations for the is being handled by Media Profile. Grocery flyer ads and on-pack design packaging was developed by Kellogg's in-house design team Shawk. Advertising was done by J. Walter Thompson.