Kellogg’s launches personalised boxes to mark return to schools

KELLOGG’S has launched a new on-pack promotion that will allow consumers to get a personalised cereal box with their child’s face and name on it.

The back to school initiative is aimed at the parents of children aged from six to ten-year-olds, with the firm saying that the personalised packs are intended to ‘surprise and delight’ kids and also turn the return to school period into a ‘memory making’ moment for families.

The promotion will run from now until 30 November 2020. Consumers will need to collect codes from promotional packs of Kellogg’s cereal. Once collected, a photo and personalised message can be uploaded to for the personalised box.

The return of schools is currently the third biggest retail period of the year, with Kellogg’s estimating it as being a market worth over £1.16 billion. The firm added that their sales grew 4.7% last year during this period – attributing this partly to families getting back into a routine after the summer holidays, something they said breakfast plays a ‘significant’ part in.

Kate Stokes, senior brand manager at Kellogg’s UK, commented, “As the third biggest retail period in the year, we identified the opportunity for Kellogg’s to make a moment of the return to school by introducing an element of personalisation. Last year in the ‘Back to School’ time we saw an increase in sales across our cereal portfolio and this year we are hoping that will be bolstered by our new on-pack promotion. This is the first time we have introduced personalised sleeves in the UK and we’re excited to see consumers engage on a personal level, with our much loved brands.”