Balanced breakfast powerhouse Kellogg’s has landed itself neck-deep in a bowl of very hot milk, when a new marketing campaign launched on Twitter didn’t quite go down as expected with brand-followers.
Over the weekend, the firm’s official UK Twitter account – @KelloggsUK – promoted its ‘Give a Child a Breakfast’ campaign by stating “1 RT = 1 breakfast for a vulnerable child”. Sadly for the cereal specialist, the Tweet was taken by many readers as confirmation that Kellogg’s would only be willing to make the much-needed donations to needy children if the campaign received high enough publicity.
Or in other words – ‘ReTweet the post or the kids get nothing’ or so it was interpreted.
A growing contingency of Twitter users lashed out at the initial post to such an extent that Kellogg’s once again took to the site on Sunday to defend its actions and try to save face.
‘We want to apologise for the recent tweet, wrong use of words. It’s deleted. We give funding to school breakfast clubs in vulnerable areas,’ read the next post.
Sadly, this retraction of the original post did little other than further rile those already offended by what Kellogg’s had already said.
Unfortunately for the cereal giant, despite its good intentions, that only served to irk people further.
“Not ‘wrong use of words’, you said exactly what you meant to say. It was just a lousy social marketing plan.’ Wrote Twitter user @The_No_Show.
“Apparently @KelloggsUK already give to vulnerable kids, regardless of RTs. Meaning it was just publicity off the back of vulnerable kids,” added @Daleington.