Burnett Touts Kellogg’s Site

Internet Loyalty Program Ads Introduce Characters EET and ERN
CHICAGO–Leo Burnett this week introduces two new characters to tout the launch of Kellogg’s first Internet-based loyalty
ERN is a sensible saver piggy bank and EET is an excitable horse who loves to eat Kellogg’s cereal. The two characters will appear in a television, print and online campaign for the new loyalty site, www.eetandern.com, which is billed as
the first such site for a
cereal maker.
On the site, kids can enter encrypted codes from Kellogg’s cereal boxes. The codes correspond to points that can be redeemed for merchandise from partner companies such as fogdog.com and toysmart.com.
In the television spots, the lifesized characters appear in grocery store aisles bantering with consumers about the new site. In one spot, the duo trashes the store’s cereal aisle encouraging shoppers to buy more Kellogg’s products.
EET and ERN provide a “counterpoint” to illustrate the two concepts of the loyalty program, eating Kellogg’s cereal and saving for rewards, said Burnett executive creative director Bob Akers. However, he noted the TV spots could only communicate so much.
“[The program] is a little involved, and we knew we weren’t going to get that across in a TV spot,” Akers said. “We just wanted to get kids to the Web site and excited about it.”
Print ads depict the pig’s curly tail forming the URL address, with simple instructions about how to redeem points.
The campaign is tagged, “EET it. ERN it. Click it.”
EET and ERN are the first new characters for the Battle Creek, Mich., company in 30 years, officials said.
The television spots will air on national broadcast and kids-oriented cable networks. The print will appear in youth magazines such as Disney Adventures and S.I. for Kids.
Billings for the campaign were not disclosed. Kellogg Co. spent nearly $176 million on its cereal advertising last year, according to Competitive Media Reporting. K