Kelloggs heads off Fame and Shame awards

Cereal manufacturers giant Kellogg’s has hoped to head off criticism of its marketing practices in the lead up to the Parents’ Jury Fame & Shame Awards.

The Fame and Shame awards are run by a Melbourne based parents group who say that The Awards give parents an opportunity to have their say – for or against – various strategies used by food manufacturers and marketers to promote their products to children

In a statement (below), the cereal giant, is at pains to point out that many of the claims on the Parents Jury website are unwarranted, but did little to address the calls for cartoon characters to be banned on sugary cereals

The company further noting it has significantly changed its marketing practices over the past 20 years in a video advertisement (below).

What do you think?  Is the Parents Jury being unfair to Kelloggs? Or are cereal manufacturers still dragging their feet on marketing to children


The full statement is below:

“At Kellogg’s, our loyal shoppers are our top priority and we love to hear feedback and listen to opinions. It’s what has helped us make quality breakfast cereals and snacks for over 80 years in Australia.


Listening to our shoppers has also helped us make significant changes to our advertising in the last 10 years as well as improve the nutritional value of our current cereals and create new cereals that answer the desire for more fibre and less salt in the diet.


In the coming weeks a Melbourne based group, the Parents’ Jury, will announce the finalists in a competition to name and shame companies it believes are acting improperly in the marketing of their products in Australia. Parents’ Jury is a unique organisation with a voice on various topics – including a push for integrity in advertising and honesty in communication, which we support. However, several items that the Parents’ Jury have produced about Kellogg’s on their website are incorrect.


We are sure these items have not been deliberately posted to be deceptive but we believe it is vital we defend our proud 80-year heritage from potentially misleading communications.


1. By nominating Coco Pops for a pester power award the Parents’ Jury has used an example of the advertising tagline – Coco Pops and milk make a whole lot of fun – This line has never been used in Australia. We advocate Coco Pops as a treat and it is advertised to parents.


2. By nominating LCMs 4D Choc for a pester power award, the Parents’ Jury is suggesting that this product is aimed at toddlers or young children who “pester” their parents into buying it. That’s not the case and the Parents’ Jury themselves point out that the advertisement is teen focussed. LCMs 4D Choc is targeted at the teenage/high school market in exactly the same way many snack and confectionary products are across the country. Only teens feature in the advertising which appears in adult airtime only.


3. By nominating Nutri-Grain for a smoke and mirrors award the Parents’ Jury has referenced an advert that has not been used in Australia for six months. In June this year we moved to an advert that gives a transparent appraisal of Nutri-Grain as an energy cereal for active consumers.


The Parents’ Jury also describe Nutri-Grain as a cereal for children despite the fact that 60% of the people that buy Nutri-Grain are adults over 18 years old. Again, all advertising appears in adult airtime.


We work hard to provide breakfast cereals and snacks for all wants and needs. From high fibre cereals that can be enjoyed everyday to tasty treats that can be enjoyed during the holidays.


In 2011 alone, Kellogg’s has engaged with over 4,000 Australian mums to discuss our products and our advertising. The views of the parents we have met do not reflect those of the Parents’ Jury.

Hat tip to Mumbrella  for this story.



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