BATTLE CREEK, MICH. - Kellogg USA is launching its 'Look Into Books' promotion in conjunction with the Dr. Seuss Reading Foundation, which will include a giveaway of roughly 2.1 million Dr. Seuss books to young children nationwide. The integrated program includes the first TV ad featuring Dr. Seuss characters in conjunction with a consumer product. Close to 1.6 million books will be distributed through on-package offers on boxes of Kellogg's creals Froot Loops, Rice Krispies, Cocoa Krispies and Smacks cereals. Leo Burnett Co. handles. Separately, trade sources reported last week that Kellogg is set to launch a line extension of its successful Low-Fat Granola product. The line extension will be of the non-raisen variety. Leo Burnett, which handled the launch of the granola product in 1991, will most likely handle the line extension.
Copyright Adweek L.P. (1993)