Special to NYSportsJournalism.com
April 3, 2014: Kellogg's has been serving breakfast since 1906. Cal Ripken Jr. holds the MLB record of having played in 2,632 consecutive games (1982-1998).
It was only a matter of time, then, before the cereal giant and the 19-time all-star and Hall of Famer joined teams.
Kellogg, in its second year as official MLB partner, is expanding its alliance with the league with a marketing platform focusing around the theme, "Never Miss A Game," which includes multi-media marketing and a sweepstakes offering season tickets for 2015 another goodies.
The effort will see Ripken in a lead role in marketing, POP and packaging, social media and in-stadium activations that will encourage fans to shares stories revealing the extents they went to "never miss a game."
Kellogg's will have the MLB logo on some 27 million items in stores during the season.
Kellogg snack brands that will have packaging with an image Ripken include Cheez-It, Town House and Club crackers, Nutri-Grain cereal bars, Fruity Snacks and Keebler Fudge Shoppe and Simply Made cookies.
Product codes will be redeemable for prizes through the Kellogg's Family Rewards program (details here).
The Never Miss a Game sweepstakes is offering such prizes as season tickets for 2015, flat-screen TVs, a subscription to MLB TV and tickets to individual games (details here.)
Kellogg's said that fans can share their stories by hash-tagging #nevermissagame in social media channels and telling their tales via media partners in select MLB cities.
"Kellogg believes in savoring and sharing moments of happiness, and our snack products help make any occasion special," Melissa Pawlowicz, senior director of snacks promotion for Kellogg, said in a statement. "For many people, game time is the best time — and we are saluting the dedicated baseball fans who prioritize their passion and seize those great moments."
Among the Never Miss a Game stories that Kellogg's has heard include setting up a big screen TV at a wedding reception, while on an exotic vacation finding the one bar showing an MLB game and venturing into "enemy territory" to see a hometown team while in a rival city.
According to Ripken, who spent his entire MLB career with the Baltimore Orioles, "Through all the games I played, I never lost my love of the game. I enjoyed every moment. I know there are fans out there who also are committed to never missing the joy of the game. I am proud to join Kellogg in celebrating and rewarding them."
Q&A: MLB Walks Down The Aisle With Partners, Brings The Diamond
MLB Now In Breakfast Club With Kellogg's
Back to Home Page