KIDS HELP PHONE HAVING BREAKFAST WITH KELLOGG'S
By Adnews Staff
Toronto-based Kellogg Canada has formed a new partnership with Kids Help Phone that will see the two sitting down to breakfast together each morning. As part of the partnership, more than 12 million Kellogg cereal and convenience food boxes will feature the Kids Help Phone logo and toll-free 1-800-668-6868 number. Kellogg and Kids Help Phone will also take part in a "Know Me Better" national survey that will poll kids about self-esteem. Kellogg retail partners will also be encouraged to participate in activities in-store to raise funds and awareness for Kids Help Phone. "The breakfast table billboards are an extremely effective way to reach kids, since many read Kellogg cereal boxes while eating breakfast," said Barry English, vice-president of marketing and fund development for Kids Help phone. Beginning in mid-September, Kellogg's products including Corn Flakes, Two Scoops Raisin Bran, Rice Krispies and Fruit Loops cereal as well as Nutri-Grain cereal bars, Eggo waffles and pancakes and Pop-tart pastries began featuring the Kids Help Phone details. The national "Know Me Better" survey results will be released in the spring of 2000. PR for Kellogg Canada is handled by Wolf Public Relations of Toronto.