IQ News: Kellogg Launches Family Nutrition Camp Online




Kellogg, which has been active in bringing nutrition education to the classroom, is taking those lessons to the Web. With a new section on the Kellogg Planet K Web site titled “Kellogg’s Nutrition Camp,” focusing on children’s health and nutrition issues, the Battle Creek, Mich. company will promote itself online as a nutrition consultant for kids and their parents.
NutritionCamp.com will be publicized as part of a banner campaign kicking off next month with buys on Disney.com and Disney’s Daily Blast, said Dave Wolf, senior producer for Kellogg interactive agency of record, Magnet Interactive Communications, Washington, D.C. More buys will be considered after the month-long campaign, he added.
Kellogg has boosted its online presence this year. In March, its Corn Pops brand signed on as a charter advertiser for The Station sony.com. In addition, Kellogg has secured banner links on WNBA.com and batman/robin.com, as part of the company’s offline promotional deals. Kellogg intends to augment its brand portfolio on the Web too.
Currently, just four Kellogg breakfast cereals-Apple Jacks, Cocoa Frosted Flakes, Rice Krispies and Corn Pops-have been assigned Web pages. Newcomers will arrive next month including an area for the latest Kellogg product entry, Razzle Dazzle Rice Krispies.
NutritionCamp.com was launched last week in preparation for Child Health Day in October, of which Kellogg’s is a sponsor. The site was designed for both parents and kids, despite its preponderance of games and nutritional tales. It contains a total of six games, including three Shockwave-driven games and two choose-your-own-adventure narratives. The online area also has a Camp Counselor who gives nutrition updates.
NutritionCamp.com is viewed as a complement to a recently launched adult-oriented site, Kellogg’s Nutrition University. For decades, Kellogg has been developing literature on children’s nutrition that has been distributed at schools across the country.