Food Network and Kelloggs team up for integrated product placement

The Food Network and Kellogg's are partnering on a multiplatform marketing effort designed to show how the company's cereals can be used beyond the breakfast table.

The partnership will be integrated across Food Network's TV lineup and website and will feature brands such as Rice Krispies, All-Bran, Corn Flakes, Crispix, Cocoa Krispies and Froot Loops.

The deal started with a product-placement promotion on the cable network's The Next Food Network Star, which included six Kellogg’s brands in an episode where the contestants were challenged to create an entree that included one of the Kellogg’s cereals as an integral element of the recipe.

Along with on-air integration, Kellogg’s will also be featured in the October issue of Food Network magazine.

Source: Mediaweek

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