Kellogg's hits back at 'Switch & Save'

LONDON - Kellogg will hit back at aggressive own label marketing by the major multiples, including Sainsbury's 'Switch & Save' campaign, with its own push urging consumers to stick with its branded cereals.

Over the next two months the food giant will run a £1.4m ad push across TV and national press which will highlight the quality ingredients found in Kellogg's cereal.

The campaign, created by Manchester agency CheethamBell JWT, will also stress the value-for-money that a bowl of Kellogg's Corn Flakes offers as it costs just 10 pence per serving.

The Kellogg ad features an image of a box of Corn Flakes changing over time from the first packet to the one currently on shelf. The signature of the cereal company's founder's W.K Kellogg is shown in the ad alongside the brand's original strapline ‘None genuine without this signature'. This is the same strapline used 100 years ago by the brand to differentiate itself from its competitors.

Kellogg's UK head of sales Mike Taylor said the marketing message was chosen because it ‘highlights the value of the branded cereal category and the margin potential within it for out retail partners'.

Taylor said Kellogg research had found that 41% of people actually claim to have eaten more cereal in the past six months. ‘The opportunity for growth in the category remains solid as consumers turn away from more expensive breakfast additions like smoothies,' he added.

The company currently has a 42 per cent share of the £1.2 billion ready-to-eat breakfast cereal category, according to IRI values sales data in the year to May.

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