To celebrate the wedding of Prince Harry to American actress Meghan Markle – which takes place at 5.30am New York Time – Kellogg’s NYC Café, in iconic Union Square, New York, will open its doors for early risers to watch the televised ceremony, enjoy a modern cereal-centric breakfast and even create their own Kellogg’s-inspired fascinator from a cereal box.

Kellogg’s – which holds a Royal Warrant from the Queen – has teamed up with former royal chef Darren McGrady to create a celebratory, multicourse breakfast that elevates the watch party experience and helps cereal lovers reimagine the breakfast staple. The company has also linked with fashion designer Kelly Dempsey (who came to fame on the US TV show Project Runway, in which she way runner-up in 2014) to host a live demo to show guests how to create a cereal box fascinator hat with a regal twist.

Kellogg’s is also offering US cereal lovers the opportunity to join in the fun, with DIY recipes and tutorials to throw a cereal-inspired watch party of their own.

McGrady, who spent 15 years with the royal household cooking for Queen Elizabeth II, Diana, Princess of Wales and Princes William and Harry, and has also cooked for five US Presidents, says: “There are plenty of ways to add regal flair to a meal, and I’m thrilled to demonstrate that with something as fun and exciting as cereal. Whether you’re celebrating this global event with Kellogg’s in NYC or re-creating the menu for your own guests, you’ll be wowed by all of the ways you can reimagine cereal beyond the bowl.”

His menu includes:

• Stately Scones: Kellogg’s Frosted Flakes Scones with Macerated Strawberries, Basil and Whipped Froot Loops Cream
• Krispy Gems: Rice Krispies-Encrusted Scotch Eggs with Sausage & Bacon
• Bars of Gold: Kellogg’s Corn Flakes English Flapjacks with Seeds
• Special Krown: Kellogg’s Special K Royal Breakfast Bowl
• Imperial Pudding: Kellogg’s Frosted Mini-Wheats “Bread and Butter” Chocolate and Banana Pudding
• Majestic Pops: Kellogg’s Froot Loops Caramel Banana Cake Push Pops
• Lemon Luster Wedding Cake: Kellogg’s Raisin Bran Cake with Lemon Elderflower Cream Cheese Frosting, Edible Gold and Fresh Flowers
• Frosted Flakes “Rose Pouchong” and Raisin Bran “Lemon Elderflower” Cereal Milk Teas

For any royal family enthusiasts who oversleep, select menu items will be available for purchase following the early-morning affair.

Kellogg’s NYC is an “immersive cereal experience” which opened in Union Square in December 2017 and covers 5,000 square feet, will be celebrating the upcoming royal nuptials and other exciting announcements on Instagram and Facebook. It replaces an earlier version which opened in Times Square in July 2016.

Kellogg Company brands include Pringles, Cheez-It, Keebler, Special K, Kellogg’s Frosted Flakes, Pop-Tarts, Kellogg’s Corn Flakes, Rice Krispies, Eggo, Mini-Wheats, Kashi, RXBAR and more. Net sales in 2017 were approximately $13 billion, comprised principally of snacks and convenience foods like cereal and frozen foods.

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Quaker Oats is running an on-pack promotion offering 10 consumers the chance to win £10,000 (or €10,000 in the Republic of Ireland) by submitting photos of their creative and inspirational porridge bowl or overnights oats creations.

To enter, shoppers need to buy a promotional pack and then either log on to www.quaker.co.uk/showusyouroats, fill in the entry form with their full name and email address, and then upload a photo of their inspirational bowl of porridge or Overnight Oats. Alternatively, they can log on to Facebook and comment underneath Quaker’s Facebook pinned promotional post with a photo of their creation with the hashtag #ShowUsYourOats or log on to Instagram and upload a photo of their bowl of porridge or Overnight Oats with the hashtag #ShowUsYourOats.

There are 10 weekly prizes of £10,000 to be won for a total prize pool of £100,000. The first weekly competition went live on January 1^st, 2018 and ends on Sunday 7^th January, 2018, with each subsequent week’s competition closing on the Sunday, with the final week ending on March 11^th 2018. Entries received after that date and before June 12^th, 2018 will go into a final prize draw to win £1,000 cash.

Entries will be judged on practicality, a balanced range of toppings, a balanced range of flavours and visual appeal.

Consumers can enter up to five times a day, but all entries must be unique photos and created just for this competition.

The promotion is open to residents of the UK, the Republic of Ireland and the Channel Islands, aged 18 or over.

Quaker has linked with food writer Anna Jones, who has made a promotional video which is running on Facebook to promote the competition.

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Breakfast cereal brand Weetabix is running a free fruit on-pack promotion to help people start 2018 in a healthy way.

The ‘£5-off’ fruit promotion runs from the start of January until March 28^th and will be supported with the brand’s “Have You Had Yours” TV commercial, being screened throughout January.

Weetabix has teamed up with Nisa on Weetabix 24-packs and with the Co-op and major supermarkets on 48- and 72-packs. The promotion is not running in Aldi and Lidl.

Customers who buy promotional packs during the campaign period will be able to claim 10 downloadable coupons, worth a total of £5 (€5 in the Republic of Ireland) off fruit, by going to the www.weetabix.co.uk/fruit promotional microsite and submitting the eight-digit alphanumeric Unique Reference Number (URN) printed on the inside of their promotional pack. They will also be asked to answer a multiple-choice survey question and say which retailer they bought the promotional Weetabix pack at.

The offer is open to residents of the United Kingdom (England, Scotland, Wales and Northern Ireland), Channel Islands, Isle of Man and Republic of Ireland.

The 10 coupons each have a different validity date, discount value, redeemable fruit type and unique barcode. The first coupon from the 10 received will be valid for redemption within seven days from the date that the participant downloads the discount coupons online. All the other coupons then have a specific seven-day redemption period covering the following nine weeks.

The coupons can be redeemed at participating stores, allowing customers to buy a different pack of fruit each week. Coupons will specify the discount value, the redemption validity date, the type of fruit the discount applies to, and the minimum fruit weight or minimum quantity required to purchase (for example, minimum 600g or 5-pack of bananas). The fruit the coupons can be redeemed against are pears, apples, bananas, strawberries, kiwis, blueberries, clementines, grapes, melons and raspberries, in that order.

Charlotte Hunt, senior brand manager for Weetabix, says: “Health benefits is one of the fastest-growing attributes that customers look for when choosing breakfast cereals. Our new ‘£5 off fruit’ campaign will help to further cement Weetabix as the natural choice for those looking for a healthier way to start the day. Value for money is also very important to customers and we’re really proud to offer added value with the coupons.”

Hunt adds: “Amongst a backdrop of declining sales within the cereal sector, we’ve grown 3% this year and are by a long way the nation’s favourite breakfast cereal. Last year’s ‘Weetabuddies’ campaign delivered a 14% year-on-year increase in Weetabix sales and our latest promotion will continue to inspire a new generation of cereal eaters and encourage a healthy breakfast culture for the whole family.”

Customers who do not redeem the coupons by March 28^th will still be able to enter a prize draw to win £500 towards a healthy year at www.weetabix.co.uk/fruit. The draw will be open to enter from March 29^th  to  June 30^th 2018.

The Weetabix brand is now owned by American company Post Holdings, which bought the company for £1.4 billion in July 2017 from Bright Food, a state-owned Chinese company.

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Kellogg’s has announced that its exclusive ‘Grown-ups Go Free’ promotion with Merlin will return from January 2018, this time increasing the voucher value by 20%.

By cashing-in the voucher found on Kellogg’s promotional packs shoppers have the opportunity to save up to £60 off the usual ticket price of one adult ticket at a number of Merlin attractions. Consumers can also skip the queues on the day by booking online ahead of their visit.

Available across nearly all Kellogg’s snacks and cereals, the annual promotion will be accessible for shoppers planning days out for family or friends from January next year.

Consumers will be able to use their vouchers at 50 participating venues across the UK and Republic of Ireland, including: Alton Towers Resort; UK SEA LIFE centres; The Blackpool Tower; LEGOLAND Windsor Resort; and Shrek’s Adventure! London.

Kellogg’s impulse sales category lead, Simon Smith, says: “Our Grown-Ups Go Free promotion offers incredible value for shoppers and is completely unique to Kellogg’s. We know consumers actively hunt for it in the run up to holiday periods and it plays an essential part of retailers’ Easter displays. We saw almost two million voucher redemptions last year and with the call-out being more valuable than ever, it’s set to be the on-pack event of the year.”

Kellogg’s cereals including Crunchy Nut, Rice Krispies, Krave, Corn Flakes, Frosties, Variety Packs, Fruit n Fibre and Coco Pops and Kellogg’s snacks including Rice Krispies Squares, Winders, Choco Bakes, Frosties/Coco Pops/Rice Krispies Cereal Bars and Nutri-Grain Elevenses/Fruit Bars are all included in the promotion, which will be running from January 1^st 2018 until mid-April. Vouchers will be valid until June 30^th 2019.

The maximum £60 value for the vouchers is calculated against the full price adult peak entry ticket to LEGOLAND Windsor Resort.

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With last year’s Dorset Cereals experiential tour delivering 25 live days, 100,000 sample giveaways and an experiential reach of over 280,000, the brand will again be touring family-friendly festivals this summer.

The Dorset Cereals sampling bar will visit a number of fetsivals, including Deer Shed Festival, Camp Bestival and Carfest South, allowing festival-goers to see, touch and taste the product range on offer. A range of handmade family games and activities will be available on the stand to keep visitors entertained and reflect the Dorset Cereals brand.

The brand will build upon last year’s prize draw campaign by offering consumers the chance to take part in its new photo mechanic and win a trip to Dorset.

Dorset Cereals’ tour is again being delivered by Circle Agency, which has refreshed the festival schedule to enable a more focused target audience to discover the brand and its new products.

The Dorset Cereals Campsite Takeover also headed back to Cornbury Music Festival at the beginning of July 2017 for the festival’s final year, to bring breakfast joy to campers. Last year, the takeover saw over 3,000 wet samples served, 124 families had a helping hand putting up their tents and over 152 people participated in Dorset’s morning yoga sessions.

Festival-goers were again be invited to a free Dorset Cereals ‘breakfast extravaganza’ complete with long banqueting tables lined with the Dorset Cereals products, and a range of morning activities including yoga, kids morning wake up sessions, face painting, festival headband decorating and an all-day family games area. To further enhance the ambience and create a festival vibe within the tent, a live acoustic performer played for campers throughout the day.

Alex Naranjo, marketing manager for Dorset Cereals, says: “We are very excited to be out on the road again this year. We have lots of new products to share with people and can’t wait to meet them to see what they think. We learnt so much from our consumers last year that it made total sense to build on this. We have again worked to create a premium experience that reflects our brand and have already had a great start at Wychwood Festival.”

Claire Stokes, Founder and Managing Director of Circle Agency, comments: “Having last year proved that deeper engagement leads to stronger ROI, Dorset Cereals has once again invested in experiential. Having witnessed strong overall results last year it has cemented the channels value within the overall marketing mix. We have analysed and built upon previous successes, identifying which aspects of the campaign worked best and evolved our activities to form this year’s tour. We were able to closely analyse last year’s impact and are hoping to further build upon this during this year.”

A video of the activation at Cornbury Festival can be viewed here.

Circle Agency’s 2015 festival experiential campaign for Dorset Cereals, Life Begins at Breakfast Lodge, won Gold in the Trial & Awareness category in the IPM Awards 2016.

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Quaker Oats has partnered interior design company MissPrint for an on-pack promotion giving away limited edition designer mason jars.

The promotion, running on 1kg packs of Quaker Oats, is intended to support a new campaign tapping into the current obsession with ‘overnight oats’ (oats prepared by being soaked in milk or other liquids in the fridge overnight rather than being cooked), which Quaker hopes will drive purchase during the summer months, traditionally a low period for oats.

Consumers can collect one of five different jar designs by entering unique codes printed on each promotional pack of 1kg Traditional or Jumbo Quaker Rolled Oats at the promotion’s dedicated microsite, https://www.quaker.co.uk/overnight, providing their name and address, choosing the design they want and paying postage costs of £1.95 by credit or debit card.

The promotion opened on May 1 and closes July 31 2017.

Quaker Oats marketing manager Eric Williams said: “We are confident this partnership with MissPrint will further promote the overnight oat sensation and resonate with shoppers. With 62% of cereal occasions including fruit, there is a huge opportunity for retailers to drive sales in the summer months outside of the usual season for porridge with this chilled format. Consumers love and trust the Quaker brand and we’re thrilled to be able to promote an alternative breakfast in a beautiful jar, with the same goodness of Quaker.”

One code is redeemable for one jar (plus lid) and a maximum of five jars can be claimed per household. Each jar sent to a household must be different, subject to availability.

The promotion is only open to UK and Republic of Ireland residents.

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Quaker Oats has launched a new on-pack promotion giving shoppers the chance to win space-­themed prizes, linking in with the PepsiCo-owned brand’s current TV ad starring Buzz Aldrin, the second man to walk on the Moon.

The prize promotion gives shoppers the chance to win one of five holidays for four to Florida, Orlando including a visit to the Kennedy Space Centre, alongside other space-themed prizes. The promotion features a star prize draw, which is open until April 3rd 2017, and an Instant Win element which stays open until September 15th 2017.

‘Instant Win’ Prizes include 100 Stargazing Weekends, 1,000 Indoor Skydiving Experiences, 50,000 Sets of Galaxy Coasters, 100,000 Moon Print Travel Mugs, 600,000 Cosmic Notebooks and 600,000 Moon Print Tote Bags.

The holiday prizes include return economy flights for four people from London or Manchester to Orlando, £200 travel allowance, car hire, a half day ‘Fly with an astronaut’ experience at Kennedy Space Center, £500 spending money and eight nights’ accommodation.

Promotional packs of Quaker Oats So Simple sachets, Family Pack and Big Bowl lines will contain a code that gives shoppers a one in 10 chance to win instantly when entered online at the promotion website, florida.quaker.co.uk.

Eric Williams, Quaker Oats Senior Brand Manager, said: “Our TV campaign featuring Buzz Aldrin will be back on air again for the whole of January. It explains that on the day Buzz walked on the moon he chose to eat oats. We wanted to launch an on-pack promotion with a space theme to tie in closely to the advert so that the two combined will really help reinforce the benefits of eating oats. It’s fantastic to be able to offer shoppers the chance to win a holiday and trip to the Kennedy Space Centre in Florida and we expect the promotion to help drive rate of sale for retailers at this key time of year.”

The brand is also adding another flavour to its Family Pack and Big Bowl offering – Apple and Blueberry.

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Cereal giant Kellogg will be adding a new range of ‘Stretch ‘n’ Sip’ collectable spoons as promotional items in special packs of Coco Pops, Rice Krispies, Frosties and Coco Pops Croc Prints. The new promotion kicks off in January 2017.

The extendible spoons, which double-up as straws, follow on from Kellogg’s Colour-changing Magic Spoons promotion launched in the UK earlier this year, where special spoons were given away that changed colour in hot or cold milk.

The ‘Stretch ‘n’ Sip’ promotion will be running from January until spring 2017. The spoons are available in three different designs, featuring Coco the Monkey, Tony the Tiger and Croc.

Kellogg’s Sales Director for the Speciality Channel, Nick Dawson, says: “Kellogg’s has a long-standing tradition of bringing fun to the breakfast table. Over the years, families have loved collecting our giveaways and there is a real nostalgia for our gifts. Therefore, we have decided to launch the ‘Stretch ‘n’ Sip’ spoon as part of an on-pack fun box promotion as a driver for sales in the first quarter of the year.”

Dawson adds: “Our customers are loyal to our brands and love our gifts, in the last year alone we have shipped more than eight million ‘Magic Spoons’. We understand the power of the gift and believe it will be a real sales driver to kick off 2017.”

The promotion will feature across promotional packs of Coco Pops 800g, Rice Krispies 700g, Frosties 750g and Coco Pops Croc Prints.

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Ready Brek has teamed up with Play-Doh for a new on-pack promotion running until January 31st 2017, where consumers can get £5 off Play-Doh when spending £20 or more on the children’s modelling clay or associated Play-Doh products such as the Play-Doh factory.

The promotion will be appearing on the breakfast cereal’s Original variety 450g and 750g pack sizes.

Hannah Flannery, commercial marketing manager for Ready Brek, said: “It’s said that breakfast is the most important meal of the day for adults and children alike and so we want to see more families enjoying a nutritious and tasty start to their day with Ready Brek. As an extremely popular product with children, we’re thrilled to be partnering with Play-Doh to continue celebrating Ready Brek’s integral place in the modern family home.”

Craig Wilkins, marketing director, Hasbro UK & Ireland, said: “Play-Doh and Ready Brek are both iconic, nostalgic brands for parents that are much loved by kids across the country – it was a natural collaboration for us. As we celebrate our 60th Anniversary this year, we’re delighted that our partnership with Ready Brek enables us to offer parents added value when purchasing new Play-Doh products.”

Ready Brek and Play-Doh were both launched at almost exactly the same time: 1956 for Play-Doh and 1957 for Ready Brek. After going through various owners including General Mills, Play-Doh has ended up with toy giant Hasbro. Ready Brek was originally launched by J Lyons & Co and is now owned and manufactured by Weetabix.

Originally called a ‘smooth porridge’ it was rebranded as a breakfast cereal for kids in the late 1960s – with the famous advertising slogan ‘Central heating for kids’; with the resurgence in popularity of porridge in recent years, the product is again been marketed as porridge.

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Shredded Wheat has launched a new brand platform with the message that, on a breakfast of 100% whole grain wheat, consumers won’t just ‘do’ life, they’ll ‘shred it’.

‘Shredded’, created by McCann London and running across TV, social media, press and promotional and experiential activations, celebrates the attitude of getting out there and absolutely ‘shredding’ whatever it is you are doing – from the big to the small, the mundane to the out-of-this-world.

The word ‘shred’, used in this sense, is a slang term ultimately derived from surfing and means to perform a difficult task with supreme style.

Launching with TV and social media, “Shredded” will be used to unify the broad audience demographic through a single attitude.

The social media programme uses a range of tactics to generate conversation and sharable content. User Generated Content forms a backbone to the campaign, with activity to encourage and reward individuals to take part.

Complementing this, there is a range of surprise and delight activations, rewarding individuals that make “Shredded” part of their personal story. Social listening will follow events, newsroom-style, allowing Shredded Wheat to be part of broader conversations. Finally, guerrilla events will help generate noise around “Shredded” as a platform.

As yet, there are no details of what rewards and incentives people will be offered for their UGC or as part of the social listening programme. Similarly, there are no specifics about any experiential activations planned.

Supporting the social media is a 30-second TV spot, which shows a man, fuelled by the whole grain of a Shredded Wheat breakfast, diving from a high board into a hotel swimming pool in slow motion. Everyone at the pool keenly watches the man, including his own son, in whose eyes he becomes the heroic “daddy of all daddies”.

Toby Baker, Marketing Director of Nestlé Cereals, says: “Shredded Wheat is a heritage brand that has remained a valued part of the breakfast bowl since 1893 the new “Shredded” platform is an evolution of the brand we know and love, to maintain its relevance in today’s world.”

In the UK and the European Union, Shredded Wheat is a trademark owned by Nestlé and the brand is manufactured by Cereal Partners Worldwide, a joint venture between Cereal Partners and Nestlé. In the US, Shredded Wheat is no longer a trademark and a number of companies make products under the Shredded Wheat name.

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