Accounts In Review/2

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Kellogg
Budget: Undisclosed
Decision date: November
Incumbents: Leo Burnett and Burrell Communications, both Chicago; J. Walter Thompson, New York
Market Situation
Kellogg rules a shrinking kingdom. Its share of the $7 billion U.S. ready-to-eat cereal business was 32 percent, a good 10 points below where it was a decade ago, and still barely ahead of chief rival General Mills. Cheaper bagged cereals from Quaker Oats, Malt-O-Meal and private-label brands are also making inroads. While looking to boost sales of individual brands, Kellogg also wants to build the entire category, extending a year-old effort with ads last month themed, “A healthier life is within your reach.




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