Kellogg’s Twitter PR contest is a cereal thriller (sorry)

If Kellogg’s decision to use Twitter to put an agency on its PR pitch list was intended to highlight the social media savvy agencies, it’s been working.

Since the challenge was issued yesterday, the #kelloggspr hashtag has been trending nicely.

For me, an early leader is Liquid Ideas, which has created a mini meme with its “Brekkie without Kellogg’s…” contest.

So far suggestions include Brekkie without Kellogg’s is like…

  • Easter without chocolate
  • Champagne without bubbles
  • Like watching Glee without secretly questioning your sexuality

I’m also a fan of Memery’s efforts to kickstart a breakfast jokes riff:

Hannibal Lecter spotted lurking near Kellogg’s factory. Toucan Sam denies cereal killer is on the loose. #kelloggspr #cerealjokes

Kellogs ImpactAnd perhaps most elaborately comes the effort of Impact Communications who have created a “Twitter cereal serial”. it features the adventures of young PRs Brad and Janet (clearly somebody’s a Rocky Horror Picture Show fan). They have, according to Impact, “hearts full of love and bowls full of cereal. Will they find love and the PR account of their dreams?”

The story begins:

7am Janet: IMPACT’s clients are great, but still I yearn for more. Is my cereal bowl half full or half empty? #kelloggspr

8am Brad: Janet, grab your #specialK. #kelloggspr is looking for PRs with a passion for nutrition. Let’s get the whole team on it

830am Janet: Will Brad ever look at me with the same passion he has for #kelloggspr? *sigh*

9am Brad: I’ve studied mummy bloggers & media. I know how they feel re #kelloggspr. Strategic implications clear; now creativity!

930am Janet: Brad, your mum is on the phone. She wants to know if you had #kelloggspr for breakfast. You can’t be creative without brekky!

9.35am Brad: *Embarrassment* Doesn’t Mum know I’m busy with #kelloggspr?

The came the breakthrough…

Janet: Brad, they’re bowled over *like u bowled me over* Via @Gareth_Kelloggs: guys here are bowled over by fantastic tweets #kelloggspr

9.40am Janet: Is that Nutri-Grain in Brad’s bowl? If only he knew he was my Ironman. Especially when it comes to #kelloggspr!

11am Janet: Brad we’ve come up with some great ideas, spoken with the best nutritionists & made sure #kelloggspr is @FSANZnews compliant

11.30 Brad: Back from @IMPACT_Food event. Did those journalists really think I should ask Janet out? But will it interfere with #Kelloggspr?

12pm Brad: Look at Janet. She’s so diligent and so hardworking with #kelloggspr. A girl like that could win my heart

Impact informs me: “Mumbrella will have a starring role this afternoon as the catalyst that forces these passionate PRs to face their account delivery obligations and their feelings for each other.”

Meanwhile PPR has created a breakfast challenge, tweeting questions to Kellogg’s trivia.

From elsewhere comes:

Snap, crackle, pop, @theguidespr is your PR stop! Ensure your campaigns are Just Right #kelloggspr with @lisapoisel

This one, I suspect, will be worth watching.

Tim Burrowes


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.