Kellogg conducts Special K Pilates giveaway
By Adnews Staff
Kellogg Canada of Toronto has begun a promotion during which specially marked boxes of Special K cereal will contain a free 30-minute Stott Pilates exercise DVD. Special K brands involved in this initiative include original, Red Berries, Soy and CarbFit. Boxes of these products bearing the image of Kellogg spokesperson Cindy Crawford will contain one of three DVDs. In Quebec, the boxes display an image of media personality France Beaudoin. Approximately 1.5 million DVD will be distributed during the promotion. "Just as our Special K step counter promoted physical activity in previous campaigns, we are now sharing the mind-body benefits of Stott Pilates in an effort to help Canadians live active, healthy lives," said Christine Lowry, vice-president of nutrition at Kellogg. The giveaway is being supported with national television advertising in English and French, plus in-store materials, Web promotion and public relations.