Kellogg’s ads targeted by campaign group Parents Jury

Cereal manufacturer Kellogg’s has been named the main villain at the Fame & Shame Awards, organised by campaigning group Parents Jury.

It’s the fourth year running that Parents Jury has singled out Kellogg’s for what it claims is “one of Australia‟s worst junk food marketing campaigns to target children”.

However, Kellogg’s points out that it is a signatory to the industry’s codes of practice on marketing of food to children and abides by those standards.

The two Kellogg’s products singled out Parents Jury were LCM snack bars which won the “Pester Power” award and Nutrigrain, which won the “Smoke and Mirrors” award.

JWT is Kellogg’s ad agency.

According to Parents Jury, the LCM campaign is “distasteful”, while Nutrigrain is “promoting the sugary cereal as being good for young boys who want to become iron men”.

However, a spokeswoman for Kellogg’s told Mumbrella that the LCM ad targets parents, with the media schedule focused on family shows such as Seven’s Packed To The Rafters and Nine’s Two And A Half Men, rather than kids’ shows. Nutrigain ads target teenagers. She added: “We take our responsibilities seriously. Nutrirional information appears clearly on the product labelling.”


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