Battle Creek, MI-based Kellogg goes down home this month by launching a three-month campaign on 40 million boxes of Corn Flakes, Honey Crunch Corn Flakes, Raisin Bran, Crispix, Mini-Wheats, and Frosted Mini-Wheats.
The Driving ‘Em Crazy program centers on an offer for one of three free CDs featuring leading female country singers such as Reba McEntire, Martina McBride, and Jo Dee Messina for one proof-of-purchase and $1.99 shipping and handling.
The effort broke last Sunday with a 50-million piece FSI and will be supported with P-O-P displays and a national radio campaign. TBA Entertainment Corp., Nashville, and Summit Marketing, Atlanta, handled. BMG Special Products, New York City, helped round up the talent.
It’s the third time Kellogg has run a country music promo with TBA: The two previously teamed for a Kathy Mattea self-liquidating CD offer and sponsorship of a Brooks & Dunn tour. Summit Marketing handled those efforts as well.