Case Study: Kellogg's
Case Study 1
In 2007 Kellogg's partnered with national cycle charity Sustrans to offer
consumers a free cyclometer and encourage them to cycle 10 miles on one of 100
specially-chosen off-road routes on the National Cycle Network, using specially
designed downloadable route maps.
In addition to tokens for the cyclometer on Kellogg's packs, each pack included
a free bike safety check voucher for Halfords.
To maximise employee awareness of the scheme, Kellogg's also ran a number of
cycling activities for its staff during National Cycle Week. Activities
included
bike checks by Halfords; refresher cycling courses by local charity Bike it!;
bike
rides; and investments in new cycle racks for staff as part of the company
signing up to the Bike to Work Scheme.
The project resulted in 265,000 cyclometers being claimed by consumers and
73,000 route
maps being downloaded. Evaluation of the scheme revealed that well
over
100,000 people began cycling more often as a result of the Cycle 10 Challenge.
Kellogg's will run an on-pack initiative in 2008 which focuses on swimming. In
2006 the scheme focused on walking.
Silver Award Winner at the 2008 Community Partnership Awards: Culture, Media and
Sport
Category
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Case Study 2
Kellogg's has sponsored the Amateur Swimming Association's (ASA) Award programme
since 1998. In 2006 Kellogg's expanded the relationship with the ASA by
announcing a three-year £3m programme which is designed to promote swimming as
a
great
way to get the recommended amount of physical activity.
The programme reaches across the whole of Kellogg's business, providing a
genuine social responsibility programme incorporating sponsorship, a community
programme, on-pack promotions and employees.
There were three key objectives behind Kellogg's expanded partnership with the
ASA:
- encourage people to swim
- communicate to consumers, especially young people, the importance of physical
activity and promote swimming as a great way to get the 60 minute physical
activity recommended by the Government's Chief Medical Officer
- encourage employees to get involved in the programme by designing activities
which suit the different working patterns of Kellogg's employees.
Gold Award Winner of 2007 Community Partnership Awards: Culture, Media and Sport
Category
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Case Study 3
Kellogg's partnered with Wrexham Council Sports Development Team to help create
a volunteer coaching programme whereby young people could train to become
sports
coaches for children.
Kellogg's made a two year commitment and their
financial
contribution was matched pound-for-pound by Sportsmatch Wales.
Kellogg's
helped
part fund the scheme as well as co-ordinated publicity for the coaching
programme
through newsletters and local newspaper articles, and within its own
production
site, encouraged own staff to get involved.
The Sports Coaches scheme has to date:
- 100 coaches registered, with 85% volunteering regularly
- provided 230 volunteer hours each month
- benefited more than 3000 children from 28 schools and sports clubs, and
- won the Local Sports Programme of the Year at the Sports-Match Awards in
Cardiff.
This initiative is still running.
Silver Award Winner of 2006 Community Partnership Awards: Culture, Media and
Sport Category
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More Information
FDF has published a booklet called Working in the Community: the food industry in action
(pdf, 1.2Mb) . This publication features a range of company case studies and
Community
Partnership Award winners demonstrating how our members are forging
links
with
their local communities and consumers.
Last reviewed: 22 Jan 2009