Kellogg's Apologizes for Promising to Feed Hungry Kids Only If You Retweet | Adweek Kellogg's Apologizes for Promising to Feed Hungry Kids Only If You Retweet | Adweek
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Kellogg's Apologizes for Promising to Feed Hungry Kids Only If You Retweet Strings attached

The uneasy relationship between corporate good deeds and the positive PR that naturally comes from them is highlighted again this week, as Kellogg's U.K. deleted a tweet and then apologized for promising a free meal to a child for every retweet it got. Kellogg's has a whole "Give a Child a Breakfast" campaign going, which is surely at least partially heartfelt. But holding food for hungry kids hostage until consumers agree to help promote the cause is clearly a questionable strategy. Still, it's an easy trap to fall into if you're convinced everyone will fall in love with your charitable side, no questions asked.

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