Cartoon Network will team with Kellogg USA later this month on The Big Pick, an on-air and on-pack campaign that lets kids vote on a new animated series and a new cereal.
The Atlanta-based cable network will air 10 seven-minute animated shorts from Aug. 24-26, and let viewers vote online to select which one will be developed into a series for next fall. Cartoon Network will premiere the winner of last year’s Big Pick effort (sponsored on-air by Kellogg), “Grim and Evil,” during the same programming blocks.
The TV endeavor will launch a larger back-to-school campaign from Battle Creek, MI-based Kellogg, which will let shoppers vote on which of eight concepts based on Cartoon Network properties should become a cereal (choices include Cow & Chicken Puffs and Johnny Bravo Flakes). Kids vote via in-pack entry forms or at bigpickbreakfast.com. Kellogg will tag the effort on 40 million packages and support with P-O-P and premium offers through October. The winning cereal hits shelves next summer. (Kellogg scored in the past with a “Powerpuff Girls” SKU.)
DraftWorldwide, Chicago, handles for Kellogg. Cartoon Network handles in-house.
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