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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.
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