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06 Sep, 2017


Kelloggs Breakfast Club

Kellogg’s has launched a £1m ‘Back to School’ campaign across in store and digital channels to support its on-going work with school breakfast clubs.

The cereal giant has teamed up with Tesco and food redistribution charity FareShare to encourage consumers to ‘Buy this pack, help give a child breakfast’.

As part of this, Kellogg’s has committed to donating one million servings of Kellogg’s Corn Flakes to clubs across the UK via FareShare.

The campaign will run on shippers in Tesco stores, and will be available on Kellogg’s Corn Flakes and Kellogg’s Rice Krispies packs, as well as 6x20g of Kellogg’s Rice Krispies and Coco Pops cereal and milk bars.

As part of its wider ‘Back to School’ campaign, Kellogg’s will also be donating five percent of every Kellogg’s Corn Flakes 790g pack, sold in Co-Op on the £2 promotion, to the Co-Op community foundation to allocate to breakfast clubs.

On social media, superstore Iceland will run a Kellogg’s competition on their Facebook page. The homepage takeover will drive consumers to nominate their local breakfast club for the chance to win £400. 

For the first time Kellogg’s will be commercially advertising its Kellogg’s Breakfast Club awards, which is now in its third year. Launched as part of ‘Back to School’ campaign, the cereal maker has teamed up with Heart FM – running content until 25th September.

The collaboration will offer listeners the chance to nominate their school to win a £1k fund to transform their breakfast club. The winner of an ‘ultimate breakfast club makeover’ will be announced in Parliament at the Kellogg’s Breakfast Club Awards in December.

The promotion takes place across both Heart and Kellogg’s social channels, as well as being amplified via breakfast and afternoon radio shows, and Heart’s website.

Kellogg’s supports over 3,000 breakfast clubs across the UK as part of its Breakfasts for Better Days programme and many schools will have the chance to win a cash prize or a makeover as part of this year’s Kellogg’s Breakfast Club Awards.

Gareth Maguire, cereal marketing director for Kellogg UK & Ireland, said: “In some of the most deprived areas of Britain, the school breakfast club can be the difference between a child starting the day with a full belly or arriving hungry and unable to concentrate in class.

“Kellogg’s has supported breakfast clubs across the UK for 19 years with food, funding and training, because we believe every child deserves the best start to the day.

“For ‘Back to School’ we wanted to raise awareness of the importance of breakfast clubs and work with our retail partners to support even more schools as we go into the new academic year.”

Speaking about teaming up with Kellogg’s and Tesco, Alyson Walsh, Commercial Director at FareShare said: "We are thrilled to partner with Kellogg’s and Tesco on this back to school promotion, which aims to provide 1 million breakfasts for children who attend free breakfast clubs at their school.

“FareShare will be distributing the Kellogg’s cereal donations to our network of school breakfast clubs across the UK, so that children who would otherwise arrive at school hungry, can go to their classes with full stomachs and focused minds, helping them to do well throughout the day."


Further more information, please contact the Kellogg’s press office on 0161 869 5500 or