BOULDER, CO: A new restaurant chain that will sell only cereal has taken on Burson-Marsteller to handle PR for the novel concept. Cereality Cereal Bar & Caf?plans to offer 33 cereals with a variety of toppings and three types of milk. Two cups of the breakfast food will retail for under $4.
The chain has been testing its concept at Arizona State University for eight months and plans to locate outlets in universities, office buildings, and airports, said David Roth, president and CEO of the privately held company.
Cereality had worked with Brand Buzz, a WPP agency that's part of Young & Rubicam, to create its website. That led it to Burson, also a WPP company.
"All the messages can be coordinated," Roth explained in detailing why he decided to hire Burson for PR.
The headline on a recent press release about the company - "95% of Americans Like Cereal, 57% Like Sex. We've Got Cereal" - also appeared in ads for the chain, for example.
Burson will put two people on the account to start, said Lisa Kovitz, MD of the brand-marketing group at Burson's New York office.
Roth said the agency will work on media relations and strategic message planning.
A key message of the Cereality locations will be choice, Roth added. Cereals offered will range from the sugar-laden to the all-natural.
"With Cereality, you can be as healthy or indulgent as you want to be," Roth explained. "The idea is really to tap into the habits people have with cereal."
Roth's background is in publishing and human development. He expects to roll out new locations nationally this year. Cereality will have company-owned and franchised locations.