Kellogg in trouble over "distasteful tweet"

By Annie-Rose Harrison-Dunn

- Last updated on GMT

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Kellogg experiences backlash over “distasteful tweet”
Kellogg experiences backlash over “distasteful tweet”
Kellogg has issued an apology for a “distasteful tweet” in which it promised to donate one breakfast to a vulnerable child for each retweet.

The Kellogg UK Twitter account tweeted “1 RT = 1 breakfast for a vulnerable child”​ on Saturday as part of the company’s Give a Child a Breakfast campaign. The remark was then swiftly deleted and followed by two apology tweets as the online response took a turn for the worse.

Clean up job

On Sunday – after a backlash from the social media community – the company deleted its initial post and issued its first apology:

Yesterday evening the company sent out a second apology for the comment:


Whilst the orginal tweet can no longer be seen, Kellogg UK’s Twitter account is now littered with responses from disgruntled Twitter users:

In response to one individual’s criticism, Kellogg said that the retweeting is just one “small part”​ of the campaign. This retweet proposition is in a pink box at the top of each page of the campaign’s official website where the company says: “Together we can donate 2 MILLION breakfasts to children in need. To help, simply Share, Tweet, Watch or Buy a special pack of Kellogg’s.”​  

“Lousy social marketing plan”

Some tweeters criticised Kellogg's working of the issue into a marketing ploy. Under the handle @BotanyGeek, one user asked: "Anyone else find this kinda creepy? Like sayin “Help us advertise or kids go hungry”​. @Hyper_Linda tweeted: "retweet @KelloggsUK OR ELSE kids will go hungry.’

 Others found the company’s apology lacking:

The programme behind the Tweet blunder

The Give a Child a Breakfast is part of Kellogg’s ongoing Breakfast for Better Days initiative. The company says it has helped establish and support over 1,000 breakfast clubs in the last ten years through training and offering grants to schools.

The cereal giant has set itself a donation target of 15 million servings of breakfasts and snacks by 2016.

“In this way Kellogg’s is helping to tackle the problem of child hunger by providing the fuel they need to learn,”​ says the campaign’s website.

Kellogg had not responded to our request for further comment by the time of publication.

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