Special K Turns Yellow Pages Red

CHICAGO Kellogg’s Co. is putting some weight behind its annual Special K Challenge dietary promotion in the form of phone books.

In a campaign put together by Publicis Groupe’s SMG Directory Marketing in Chicago, the Battle Creek, Mich., company will provide promotional bags for the 2004 Las Vegas Yellow Pages, published by R.H. Donnelley. The red bags will read, “This is what 6 lbs. feels like. Lose it.” Creative was handled by Kellogg’s lead U.S. agency (and SMG Publicis Groupe sibling), Leo Burnett in Chicago.

The Special K Challenge, which is in its third year, encourages people to lose quick weight by substituting two bowls of the Kellogg’s cereal for two daily meals. Other pieces of the campaign created by Leo Burnett include two national television spots, national print and posters and stickers on weights and scales in health clubs in various markets around the country.

Spending on the effort was not disclosed. The phone book is distributed to more than 600,000 Las Vegas residents.