Kellogg Canada is once again giving away step counters in its Special K cereal products, renewing the giveaway it ran in 2004.
More than one million counters have been inserted in specially marked boxes of the brand’s Original, Red Berries, Vanilla Almond, Chocolatey Delight, and Fruit and Yogurt cereals.
Customers who receive a counter are encouraged to walk more and track the number of steps they take during the day in the hopes of reaching 10,000 a day.
“Kellogg Canada is once again making it easier for Canadians to increase their physical activity levels while achieving and maintaining a healthy body weight,” said Christine Lowry, vice-president of nutrition and corporate affairs at Kellogg, in a release. Using a step counter, “can be a simple and effective motivator, particularly at this time of year,” she added.
The program is being promoted with French and English television campaigns, as well as with in-store advertising and through a new website, SpecialKChallenge.ca, where users can sign up to track their progress towards the 10,000-step goal.
