Kellogg Brings More Books to Walmart

Kellogg Co. is once again arming Walmart shoppers with free books from Scholastic Inc.The annual incentive revved up back-to-school activity at the retailer following a slow start to the season. By mid-July, Action Alley was packed with pallets stocking Kellogg’s brands in special packaging delivering codes redeemable for the freebie through March 31, 2016. (Sister chain Sam's Club this year is exclusively stocking packaging with codes redeemable for two free books.)Pallet wraps depicting Walmart’s “Back to School” logo boast of the more than 60 full-length Scholastic titles available for both beginning readers and teens, directing shoppers to freebookoffer.com for details. Kellogg's sent multiple email blasts to members of its Kellogg's Family Rewards loyalty program promoting the offer. Participating brands include Cheez-It, Eggo, Keebler, Apple Jacks, Corn Flakes, Corn Pops, Frosted Flakes, Rice Krispies, Nutri-Grain, Pop-Tarts, Pringles and Special K.A bilingual, seasonal brand showcase within walmart.com supports, detailing an alternative receipt redemption option for online purchases made from July 17 through Sept. 11. The showcase also links to a Kellogg’s e-commerce shop and invites consumers to share “how you send your kids #Back2SchoolReady with your favorite products from Kellogg’s” via social media, depicting some of the posts. Display ads running on walmart.com lead to the destination.Kellogg also is one of multiple seasonal partners listed on an upfront pallet display distributing school lists and stocking small essentials; Hallmark Cards' Crayola, Bic Corp.'s Bic, Vi-Jon's Germ-X and General Mills (which regularly offers bonus "Box Tops for Education" credits at the retailer) are among the others. Part of Walmart’s seasonal P-O-P package (see all Walmart BTS photos here), the yellow display ties in to Universal Pictures’ recent theatrical release of Minions by depicting the characters.Meanwhile, Kellogg simultaneously deployed another pallet display bearing its own “Fuel Up for School” logo to plug a national instant-win game running June 15 through Oct. 28. Members of the Kellogg’s Family Rewards program enter by submitting codes from specially marked packages of Keebler, Pringles, Cheez-It, Rice Krispies Treats and various other Kellogg’s brands to winheadphones.com to vie for one set of Monster N-Tune headphones (2,880 total) awarded every hour. All entrants also receive a code for a free music download. Members can additionally redeem four in-pack codes for $10 off a future Monster purchase.

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