Kellogg relaunches children's loyalty programme

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By: Wise Marketer Staff |

Posted on February 5, 2002

Kellogg relaunches children's loyalty programme

Kellogg and Yahoo! are relaunching Kellogg's children's loyalty programme as "Eet and Ern - powered by Yahooligans!".

The Kellogg Company and Yahoo! Inc are relaunching the "Eet and Ern - Powered by Yahooligans!" loyalty programme. It is targeted at children, both online and off-line. The new programme is a development of the original Eet and Ern, which was launched in the Spring of 2000 and now has 1.2m members. By partnering with Yahoo!, Kellogg will be able to offer a more comprehensive interactive experience for consumers. Yahoo!'s Yahooligans! was launched in 1996 as a source of safe, fun information, appropriate for children. It provides access to reference materials and includes an instant messenger facility while offering downloads of images, music and video footage.

The Yahooligans! logo will appear on more than 170m boxes of Kellogg's cereals and Pop-Tarts, and Eet and Ern 10-digit codes will be placed on the inside of specially-marked packages of Kellogg's cereal and toaster pastries. The programme will now focus on collecting codes rather than points, providing consumers the chance to obtain instant prizes.

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