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Kellogg Launches Internet-Based Loyalty Program

Cereal-maker Kellogg Co. launched what it called "the industry's first Internet-based loyalty program" at EETandERN.com.

"The explosive expansion of the Internet and e-commerce provides a significant opportunity for growing both our cereal and convenience food businesses," said John D. Cook, executive vice president at Kellogg Co. and president of Kellogg North America.

Designed to recognize and reward consumers for their commitment to Kellogg cereals, the EET and ERN (eat and earn) program allows consumers to earn points and redeem them for toys, sporting goods and school supplies. The companies signing on as the program's first partners include fogdog.com, Schoolpop.com and toysmart.com.

"By leveraging technology and partnering with companies like toysmart.com and Schoolpop.com, we are creating a dynamic online environment with strong kid appeal" said Paul Norman, vice president of marketing, Kellogg USA.

To participate in the EET and ERN program, consumers retrieve special 15-digit encrypted codes found inside select Kellogg's cereal boxes and sign up for the program at the EETandERN.com site.

Once they have signed up, an account will be opened and the codes can be entered. A point value is rewarded for each code entered. Consumers can collect and/or redeem the points for products from partner sites.

The program will be promoted through online, television and print media and through the introduction of EET and ERN, Kellogg's first new spokescharacters in more than 30 years. EET is an excitable horse who loves to eat Kellogg's cereals and ERN is a sensible pig who likes to save for cool products.

Leo Burnett USA, Inc. and Capps Digital, a limited partner of Leo Burnett, worked with Kellogg to devise an integrated solution for the company's loyalty program and collaborated with them to develop EETandERN.com.