KELLOGG BEGINS STEP COUNTER PROMOTION
By Adnews Staff
Toronto-based Kellogg Canada began a step counter campaign this week. Approximately 800,000 step counters will be distributed in boxes of Special K and Special K Red Berries cereal. Copy on the boxes invite consumers to submit their counted steps to <http://www.canadaonthemove.ca>, a research study into the effectiveness of step counters in increasing physical activity. The study is being conducted by the Canadian Institute of Health Research. The effort is being promoted with a bilingual television advertising campaign, public relations, in-store merchandising and a mail-in offer printed on other Kellogg's brands including Vive, Just Right, Muslix and Corn Flakes. The advertising was done by J. Walter Thompson. Public relations for Kellogg are handled by Media Profile. Both firms are based in Toronto.