Kellogg's Apologizes for Promising to Feed Hungry Kids Only If You Retweet

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The uneasy relationship between corporate good deeds and the positive PR that naturally comes from them is highlighted again this week, as Kellogg's U.K. deleted a tweet and then apologized for promising a free meal to a child for every retweet it got. Kellogg's has a whole "Give a Child a Breakfast" campaign going, which is surely at least partially heartfelt. But holding food for hungry kids hostage until consumers agree to help promote the cause is clearly a questionable strategy. Still, it's an easy trap to fall into if you're convinced everyone will fall in love with your charitable side, no questions asked.