Kellogg opens Tweet Shop in Toronto
Kellogg Canada will conduct a promotion in Toronto from March 7 to 9 in support of the launch of its new All-Bran Cranberries & Clusters cereal. The promotion makes use of an installation at the Toronto Eaton Centre called the "All-Bran Tweet Shop." During the promotion, consumers who post to Facebook or Twitter about the cereal from the installation will receive a free box of the product. "Kellogg's All-Bran Cranberries and Clusters cereal is an innovative new product and we wanted to introduce it in an equally innovative way," said Andrew Loucks, marketing vice-president at Kellogg Canada. "We are making history by bringing Canada's first Tweet Shop to Canada's most popular mall in downtown Toronto. For the first time ever, Canadians can use social media as currency and turn a Tweet today into a delicious cereal for breakfast tomorrow." The full launch campaign for the cereal also includes television advertising, online materials, coupons, sampling programs and public relations from Strategic Objectives of Toronto.