Kellogg Revives Eet and Ern, Partners With Yahoo

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Kellogg Co. is relaunching its "Eet and Ern" online/offline loyalty program in early March.


Consumers can redeem codes inside 170 million boxes of Kellogg's cereals and Pop-Tarts at Eetandern.com to win immediate prizes.


The original program, launched in spring 2000, built a roster of 1.2 million registered users via codes in cereal boxes that could be redeemed for points at toysmart.com, Schoolpop.com and fogdog.com.


The loyalty program was started to increase consumption of Battle Creek, MI-based Kellogg's products in the competitive cereal market.


"The strategy is really to reward long-term product usage," Rick Herbst, vice president and general manager of electronic commerce for Kellogg, said at the time.


This time, Kellogg is partnering with Yahoo to "expand the Eet and Ern audience and to provide a faster, more efficient interactive experience," said Jenny Enochson, spokeswoman for Kellogg.


Yahoo plans a comprehensive media program across its properties to support the loyalty program, but did not release specific marketing and advertising initiatives.


"By partnering with Yahoo, Kellogg will be able to offer a more comprehensive, interactive experience for consumers," said Kevin Smith, senior vice president of Kellogg USA.


The cereal and Pop-Tarts boxes will feature the Yahooligans logo, directing consumers to Yahoo's area for children.


In addition, the expanded Eetandern.com site is designed to give children the opportunity to sample new products and participate in online events.


"There will be codes on more Kellogg brands than before, as well as better game offerings and virtual prizes," Enochson said.


Consumers also can download e-cards and coupons.


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