Share Your Breakfast

Campaign: Share Your Breakfast
Company: Kellogg’s
Nonprofit Partner: Action for Healthy Kids
Launch Date: March 5, 2012

Campaign Description:  

Kellogg’s® and Action for Healthy Kids® have announced the second annual “Share Your Breakfast” campaign with the goal of generating 1 million breakfasts for kids across the country who might otherwise go without.  For each breakfast shared, Kellogg’s will donate the monetary equivalent of a school breakfast, up to $200,000 (1 million school breakfasts).  People can share a description of their breakfast on Facebook or via Twitter with the #ShareUrBreakfast hashtag.  Also, for every LivingSocial Family Deal purchased during National Breakfast Week, users will get a free breakfast on Kellogg’s, plus a breakfast will be donated to a child in need.

Our Take:  

This digital cause marketing campaign looks very similar to the first annual ‘Share Your Breakfast’ campaign with one notable exception.  This year, Living Social is getting involved in a transactional twist on the campaign, employing a new way to incorporate cause into a daily deal service.  Rewarding consumers with a free breakfast as well as a donation to the overall campaign is a smart double benefit and, depending on purchase results, could well be a new model to follow.