Kellogg Books It Back to School at Meijer

Meijer is giving significant in-store and digital support to Kellogg Co.’s “Feeding Reading” back-to-school cause campaign for the second year in a row.A pallet train from Kellogg positioned in Meijer's action alley plugs the national effort, promising shoppers one free Penguin Random House book with purchase of a qualifying SKU in custom packaging from brands Pop-Tarts, Cheez-It and Nutri-Grain. The pallet displays direct shoppers to feedingreading.com, where Kellogg’s Family Rewards members can upload receipts from Kellogg purchases made between May 24 and Sept. 30. Shoppers can redeem up to six purchases for credits that can be used for a book to keep or donate to a school or library of their choice. The displays also emphasize that the 125 available books span all reading levels and include titles that “reflect diversity and promote a healthy planet.” A pallet display resembling a school bus and communicating the program in Spanish and English was also spotted at Meijer stores this summer. A home page display ad on meijer.com links to a promotional page that explains Feeding Reading and contains two back-to-school themed recipes incorporating Kellogg’s cereals. A full-page feature in the retailer’s Aug. 22 circular touted the program while spotlighting the final price for SKUs from Kellogg brands such as Special K and Jumbo Snax eligible for a bulk-purchase incentive offering $5 off the purchase of five SKUs from a selection of 1,500 items identified in stores with signage.In related activity, Kellogg gave Kroger an account-specific overlay to the campaign, awarding two free books to Kroger shoppers who purchased an eligible product at the retailer from Aug. 4 through Sept. 1. A manufacturer showcase within kroger.com continues to spotlight the program along with shoppable recipes to “make school days special.” The page also promotes new Kellogg SKUs, such as Cinnabon Jumbo Snax and Special K "Chocolatey Dipped Flakes with Almonds," and uses football themes to position Pringles, Cheez-It and Pop-Tarts as grab-and-go snacks or components of post-practice meals.

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