KELLOGG'S K-SENTIALS CAMPAIGN MAKES FANTASY INTO REALITY
By Adnews Staff
Kellogg Company of Battle Creek, Michigan is giving three winners the chance to live out their fantasies, to buckle up and experience the ride of their life, or practice their best basketball moves in the new Kellogg K-Sentials Instant Win Game. Three separate television spots starring NASCAR driver Jeff Gordon, basketball player Grant Hill and Sheryl Swoopes of the WNBA will promote the Instant Win Game. The ads, which began airing yesterday, feature the sports stars and kids asking "What does your cereal do for you?" Created by The Martin Agency of Richmond, Virginia, the television spots are part of the cereal's new K-Sentials "nutrition initiative", designed to deliver more nutrients children need for growth by adding calcium or B-vitamins to select cereals. Playing the game involves buying a specially-marked box that contains an instant win piece. The K-Sentials family includes: Kellogg's Cocoa-Krispies, Apple Jacks, Froot Loops, Marshmallow Blasted Froot Loops, Rice Krispies, Corn Pops, Frosted Flakes and Cocoa Frosted Flakes Cereals. The Instant Win Game will run until all game pieces are exhausted or until July 21, 2000. Kellogg Company is a producer of ready-to-eat cereals and other convenience foods including: toaster pastries, frozen waffles, bagels and cereal bars. PR for Kellogg's is handled by Porter Novelli of New York.