Kellogg's Twitter campaign 'RT this to give a vulnerable child breakfast' sparks online anger
Your support helps us to tell the story
From reproductive rights to climate change to Big Tech, The Independent is on the ground when the story is developing. Whether it's investigating the financials of Elon Musk's pro-Trump PAC or producing our latest documentary, 'The A Word', which shines a light on the American women fighting for reproductive rights, we know how important it is to parse out the facts from the messaging.
At such a critical moment in US history, we need reporters on the ground. Your donation allows us to keep sending journalists to speak to both sides of the story.
The Independent is trusted by Americans across the entire political spectrum. And unlike many other quality news outlets, we choose not to lock Americans out of our reporting and analysis with paywalls. We believe quality journalism should be available to everyone, paid for by those who can afford it.
Your support makes all the difference.Kellogg's has been forced to apologise after offering to exchange retweets for breakfasts for vulnerable children.
The cereal manufacturer posted “1RT=1 breakfast for a vulnerable child” on Friday as part of its Give a Child a Breakfast campaign.
The message was immediately attacked for cynically trying to squeeze advertising from starving children.
Human rights lawyer Adam Wagner tweeted “Please note @KelloggsUK: 1 RT = 1 RT. 1 RT does not equal breakfast for anyone, vulnerable or otherwise.”
@OwensDamien tweeted “For @KelloggsUK, breakfast is the most important blackmail of the day.”
Twitter user @cluedont posted “Snap, Crackle and Pop. That's the sound of the @KelloggsUK social media manager's bones being rearranged by their boss this morning”
Another said “Disgusting use of social media from @KelloggsUK. Holding food for vulnerable to ransom.”
Kellogg's have since deleted the tweet and posted instead: “We want to apologise for the recent tweet, wrong use of words. It's deleted. We give funding to school breakfast clubs in vulnerable areas.”
However some were still angry at the cereal giant, with @ The_No_Show replying “@KelloggsUK Not “wrong use of words”, you said exactly what you meant to say. It was just a lousy social marketing plan.”
Indeed, it appears to be one employed by the company as a matter of course, with a post on 5 November reading “RT to #GiveAChildABreakfast. Breakfast clubs are fun and help kids get their breakfast so they can focus in class”
They also posted earlier in September “1 RT = 1 breakfast. Donate a breakfast to a child in need through our #GiveAChildABreakfast campaign: http://bit.ly/GACAB13 “
Subscribe to Independent Premium to bookmark this article
Want to bookmark your favourite articles and stories to read or reference later? Start your Independent Premium subscription today.
Join our commenting forum
Join thought-provoking conversations, follow other Independent readers and see their replies
Comments