News Releases


10 Jan, 2014

Convenience retailers are set to be ‘quids in’ this New Year as Kellogg’s launches an exciting new cash give-away promotion for its popular Rice Krispies Squares range.

As part of the Cash Calls campaign, shoppers can win £100 every hour, each time they buy a Rice Krispies Squares bar - a move which is set to be a hit with the brand’s young adult audience.

They do this by texting the last four digits of the pack barcode, found on special promotional bars, which instantly enters them into an hourly cash draw.

One lucky entrant is then selected and called at random where they will be asked to answer a truth or lies based question. If correct they will be sent a £100 cheque within 48 hours.

This is the first-ever cash promotion for the Rice Krispies Squares range so Kellogg’s has created special point of sale material to help retailers create a real sense of drama and excitement around the launch.

This includes stand-out front of store and counter top units, dump bins and wobblers to allow them to make impactful displays to make the most of the promotion and drive incremental sales. 

Kellogg’s is also investing in a £1 million media campaign to support the Cash Calls campaign which includes a new TV tag and a host of digital activity on social media including Facebook.

The Cash Calls competition will feature on special priced-marked packs from 1 February 2014 and shoppers will have up 25 April 2014 to enter the hourly cash draw. 

The flavours included in the promotion are Rice Krispies Squares chewy marshmallow, totally chocolatey and chocolate caramel.

The bars will have a RRP of 39p- a 20 pence reduction from 59p, following the launch of Kellogg’s biggest ever price promotion on its core cereal snacks range.

Nick Dawson, UK Customer Director of Specialty Channels at Kellogg’s, said: “This is our first-ever cash give away on Rice Krispies Squares so it’s something our retailers can get really excited about.

“It will be a real sales driver in store because these bars are the equivalent to having an edible scratch card. Retailers are potentially passing on the opportunity for their customers to win £100 by simply making a 39p purchase.

“They can also take reassurance in the fact that shoppers will be hearing all about this campaign through various media and social media channels- so we encourage them to stock up on promotional packs and get behind this promotion.” 

Rice Krispies Squares is the number two selling cereal snack in the UK worth £37 million in retail sales.