The jury is currently out on whether breakfast is the most important meal of the day, but it’s soon to become the most festive thanks to a tie-up between The Elf on the Shelf and Kellogg’s.
A seasonal promotion in the UK will see the Scout Elf come to branded boxes of some of Kellogg’s most popular cereals, with a competition for consumers to win a festive package of goodies. Throughout the promotion’s duration, Elf on the Shelf will be seen across seven million boxes of Coco Pops, Corn Flakes and Rice Krispies.
More than 1,000 The Elf on the Shelf prizes are up for grabs, each worth up to £80, giving fans the chance to win a festive family prize every hour until Christmas Eve. Prizes will include The Elf on the Shelf: A Christmas Tradition, a box set to include a Scout Elf and a hardbound children’s storybook. Families will also receive the Elf Pets: Santa’s St. Bernards Save Christmas DVD, a new animated special from the number one UK home entertainment distributor, Universal DreamWorks, and an array of additional The Elf on the Shelf items.
This Christmas marks the 10th anniversary for the brand’s arrival in the UK and Ireland. The Elf on the Shelf is part of a burgeoning new tradition that sees parents arranging elf dolls each night as part of the advent countdown to Christmas.
The campaign will be supported by retail overlay, prominent in-store signage and placement, consumer contest, digital and social media investment and TV advertising.