Kellogg’s EET & ERN Online Brand Loyalty Campaign

Description

A horse & piggy bank comedy team ravenous for cereal and the treasure inside the box, that’s how we launched Kellogg’s first internet-based loyalty program.

Unique codes were printed inside specially marked boxes of Kellogg’s cereals and were redeemed on the website for points. Consumers earned points to redeem for toys, school supplies, sporting goods and licensed merchandise from participating program sponsors, like the NFL, Nintendo, NASCAR and Nickelodeon.

EET & ERN were popular in TV, print and live retail events across the U.S.

Who are EET & ERN?
EET is an excitable horse whose love of Kellogg’s cereals is insatiable. ERN is a sensible pig who likes to save up for cool stuff. Together they are dynamic duo who captured kids’ attention with their cereal ‘sugar buzz’ antics.

The EET and ERN program debuted on The Rosie O’Donnell Show. Television spots aired on national networks and cable channels such as Nickelodeon and the Cartoon Network, and featured EET and ERN whose life’s mission was one simple message, “Eat cereal. Get stuff.”

At its height, the EET & ERN continuity program outperformed the Pepsi Stuff under-the-cap game. That’s a lot of cereal!

CREDITS
Writer: Patrick McHugh | LEO BURNETT
Art Director: Tom Gorton | LEO BURNETT
Director: Bennet Miller | HUNGRY MAN

For

Kellogg’s Cereals

Type

Website, Print, TV, Animation, Character Development, Brand Loyalty Continuity Program