Kellogg's Shares Breakfast at C-Store HQs

Circle K, Pilot, Holiday, Pantry, Plaid Pantry participated in Action for Healthy Kids campaign

Published in CSP Daily News

ELMHURST, Ill. -- With the goal of sharing one million breakfasts with kids throughout America who might otherwise go hungry, The Kellogg Co. served up breakfast at convenience store corporate headquarters across the country as part of the "Share Your Breakfast" campaign.

During National Breakfast Week, March 4 -10, Kellogg hosted Share Your Breakfast events at several convenience retailer's headquarters:

  • Circle K Great Lakes Division in Akron, Ohio.
  • Pilot Travel Centers in Knoxville, Tenn.
  • Holiday Stationstores in Bloomington, Minn.
  • The Pantry in Holly Springs, N.C.
  • Plaid Pantry in Beaverton, Ore.

The campaign is sponsored by Kellogg's and Action for Healthy Kids, America's largest nonprofit volunteer organization working with schools, families and communities to help kids be healthy and ready to learn.

Studies show that breakfast can help kids boost their academic performance--improving behavior, reducing absences and tardiness and increasing focus and physical performance. Yet, the reality is that one in five U.S. children live in homes where food is not always available, making breakfast hard to come by. To change this statistic, Kellogg partnered with its c-store retailers to set the table for success for kids everywhere.

For every breakfast an employee shared, Kellogg donated money to Action for Healthy Kids to help increase school breakfast participation. For each share, Kellogg will donate the monetary equivalent of school breakfasts. Kellogg will donate up to $200,000- the equivalent of one million school breakfasts shared.

Donations were significant when more than 2,000 c-store associates attended the events and ate Kellogg's cereals, toaster pastries and other items.

In other company news, KelloggsConvenience.com was named Best Food Website by the Web Marketing Association. Judges of the competition included media experts, advertising executives, website designers, content providers and webmasters.

"Being recognized by leaders in interactive marketing makes this honor even greater," said Min Jung Tavella, director of customer marketing and communications for the Kellogg's Convenience Team, Elmhurst, Ill.

The website, just launched in 2011, was developed and designed by one of Kellogg's agency partners, Miron Communications, a virtual agency specializing in strategic marketing communications.

KelloggsConvenience.com is a tool for retailers that features highly organized content, innovative communication functionalities and registered access to Grow My Store, an insightful section offering methods for driving traffic, profit calculators, marketing tips, planograms and more, the company said. With more than 146,000 c-stores across the country, such information is critical to retailers, helping them understand competitors and maximize their potential.

"We are thrilled to be named Best Food Website and even more excited to know that our new site is helping retailers build their business with our trusted brands," said Kimberly Belson, senior customer marketing manager.

Battle Creek, Mich.-based Kellogg Co. is the world's leading producer of cereal and a leading producer of snacks and frozen foods. With 2011 sales of more than $13 billion, its brands include Cheez-It, Coco Pops, Corn Flakes, Eggo, Frosted Flakes, Kashi, Keebler, Kellogg's, Mini-Wheats, Pop-Tarts, Rice Krispies, Special K and more.

Keywords: 
sweet snacks