BATTLE CREEK, MI: Cereal-maker Kellogg is working with Burson-Marsteller on PR for two new reduced-sugar line extensions - One-Third Less Sugar Frosted Flakes and One-Third Less Sugar Froot Loops.
Burson plans a grassroots campaign for the products that will include sending gift baskets of them to roughly 250 mothers in select markets around the country in early June, said Greg Dunn, a director with Burson in Chicago and the client leader on the agency's Kellogg business.
Burson has been working with Kellogg on a number of projects for the past year and a half.
Other elements of the campaign for the new offerings will include media relations and outreach to third party spokespeople, Dunn said.
One group being considered as possible third-party spokespeople is pediatric dentists, he said.
On the media-relations front, the agency already has been talking with long-lead food magazines.
The cereals will be positioned as an alternative mothers and children can agree on, Dunn said.
While food companies have come in for a stream of public criticism in the ongoing obesity debate, Dunn said the new lines were not a response to such comments.
"Kellogg has been looking at this option for years," he said. Recent Kellogg market research showed consumers are now ready to accept reduced sugar versions of the cereals, he added. Kellogg earlier this year introduced reduced-sugar Hunny B's cereal.
Burson is putting five people from its Chicago and Detroit offices on the project which Dunn expects will continue through August. PR and advertising will be going on simultaneously for the new products, he said.