Kellogg mixes cereal brands 'All Together' for GLAAD partnership

Dive Brief:

Kellogg again partnered with LGBTQ-media advocacy group GLAAD as an official sponsor of anti-bullying campaign #SpiritDay on Oct. 18. Kellogg's, its brands and employees are "going purple," which is the color of spirit on the rainbow flag to support LGBTQ youth and stand up to bullying, per a news release.
The company released limited-edition "All Together" Spirit Day cereal boxes that were available at Kellogg's New York City Café. The boxes mixed together Kellogg's cereals as a nod to inclusivity, and proceeds will be donated to GLAAD.
Kellogg also unveiled a video showing some of its brand mascots, including Tony the Tiger and Snap, Crackle and Pop holding written signs about bullying. Kellogg Company World Headquarters in Battle Creek, Michigan, will also showcase an anti-bullying art exhibit created by local students.

Dive Insight:

Kellogg's partnership with GLAAD and anti-bullying messaging is part of the company's ongoing cause-driven efforts. Showing support for an important cause that impacts young people will help the brand garner attention and build brand awareness among these consumers, who have been tough for cereal brands to reach. The #SpiritDay campaign should especially resonate with Gen Zers, as the demographic appreciates diversity, expects brands to support their identities and are more likely to purchase from brands that embrace important social causes.

Supporting an LGBTQ-friendly cause could help Kellogg drive purchases across its brands, as 70% of consumers said that a brand's reputation for friendliness toward the LGBTQ community influenced their purchase decisions, and 47% said LGBTQ-inclusive campaigns directly influenced a purchase that they have made, a study by INTO and Brand Innovators found. LGBTQ consumers have more than $5 trillion in global spending power, yet 53% of marketers allocate 4% or less of their marketing budgets to target the consumer segment each year.

Kellogg's also continues to leverage its New York City Café to provide consumers with unique, cereal-themed experiences that center on specific events and offer limited-edition cereal-focused merchandise. For National Cereal Day in March, the brand partnered with Hailee Steinfeld on a New Year's Eve-style party at the Café. Kellogg's also held a royal wedding-themed watch party in May when Prince Harry and Meghan Markle married, with cereal-box fascinator hats and royal-themed breakfast items.

This week, Kellogg celebrated World Food Day with a digital food drive campaign on Amazon, which will run through Nov. 27. Consumers can "click, ship and donate" nonperishable grocery items to a Feeding America location through a special Amazon donation page. For it's back-to-school push, Kellogg's Rice Krispies Treats partnered with the National Federation of the Blind to create Braille stickers and re-recordable audio boxes intended to help parents send encouraging messages to children who are blind or have low vision.