KELLOGG ADDS STRAWBERRIES TO SPECIAL K
By Adnews Staff
Toronto-based Kellogg Canada has introduced a new cereal called Special K Red Berries. Distributed in grocery and convenience stores, the cereal adds dried strawberries to the whole wheat and rice flakes of the original Special K and Special K Plus varieties. National television advertising, from J. Walter Thompson, focuses on the abundance of strawberries in the cereal and uses the song Strawberry Letter 23 by Brothers Johnson. The tagline is: "For those who love cereal with their strawberries." Television advertising is being accompanied by in-store sampling, POS displays, coupons and public relations, the latter being handled by Media Profile.
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