Kellogg's will sponsor Team GB for the 2016 Olympic Games in Rio de Janeiro, according to Omar Oakes of CAMPAIGN LIVE. The deal gives the breakfast and snacks brand the right to have Team GB marketing across its brands, including Corn Flakes, Special K, Square and Pringles, from now until the end of '16. There are plans to include current and former athletes to support marketing campaigns in the coming months. Global advertising for the majority of Kellogg's brands is handled by Leo Burnett, since the company consolidated the accounts into the Publicis Groupe-owned network in '09. Grey Worldwide handles advertising for Pringles, which was bought by Kellogg's from Procter & Gamble in '12, while Carat "looks after all Kellogg's media planning and buying in EMEA" (CAMPAIGN LIVE, 12/7). Kellogg’s will bring the sponsorship to life through a full-year marketing and activation program. Team GB fans will have the chance to win tickets to Rio 2016 in the buildup to the Games, as well as take part in an instant win mechanic during the Games with on-pack promotions across the Kellogg’s portfolio (Team GB).
