News Releases/Statements

Kellogg Company and Katalyst Media Join Forces to Confront Hunger in the United States

Jun 22, 2009

Katalyst, in Partnership with Kellogg Company, Release a "People-Powered" Web Video to Raise Awareness About the Issue of Hunger

BATTLE CREEK, Mich., June 22 /PRNewswire/ -- Kellogg Company (NYSE: K) today announced a transformational partnership with Katalyst, a studio for social media co-founded by Ashton Kutcher (www.twitter.com/aplusk) and Jason Goldberg. The partnership will raise awareness of the growing hunger epidemic in the United States and encourage consumers to donate to Feeding America, the nation's leading hunger relief organization, at the KelloggCares Facebook® Page at www.facebook.com/kelloggcares. Recent reports show that one in eight Americans is struggling with hunger, and food banks across the country are challenged to keep up with rising demand.

As part of its ongoing commitment to fight hunger, Kellogg teamed up with Katalyst to spotlight the issue through a new online video, directed by Demi Moore (www.twitter.com/mrskutcher). The video can be found on the KelloggCares Facebook Page at www.facebook.com/kelloggcares. It features user-generated content submitted by consumers moved to end hunger following requests that @aplusk (Ashton Kutcher) and @mrskutcher (Demi Moore) posted on their respective Twitter feeds and Facebook Pages.

"We are grateful to be working with Kellogg on such a meaningful project and excited to be creating people-powered content for social media networks as a powerful tool for change," said Kutcher, co-founder of Katalyst. "Innovative partnerships like this one demonstrate the good that companies can do when resources are pooled. The Katalyst team has been inspired by the thousands of voices that have emerged on Twitter, YouTube, Facebook and other social media platforms dedicated to ending hunger in America."

The goal of the video is to reach Americans through social media channels and encourage them to work together to help replenish food banks and feed the hungry by making donations to Feeding America. On the KelloggCares Facebook Page, consumers can become a fan, make a monetary donation to Feeding America and find out about other ways they can help fight hunger in their local communities.

"Hunger is an issue that often gets overlooked, especially here in the United States. Having food readily available is something that we too easily can take for granted. And yet we know, especially in these times, that many people in the United States go to bed hungry. That's why it's critical that we come together to shed light on the issue," said Moore. "The collective spirit of the American people can do extraordinary things. It is our hope that this video and partnership with Kellogg Company will draw attention to this important issue and help make a difference for the 36 million Americans struggling with hunger."

Kellogg hopes that by reaching consumers where they get much of their information - via the social web - it will engage even more people in the fight against hunger.

"Facebook gives people the power to share and connect around issues that are important to them," said Tom Arrix, Vice President of U.S. Sales at Facebook. "We are proud to be working with Kellogg and Katalyst to raise awareness for hunger, an issue that affects millions of people everyday, and giving Facebook users an interactive and unique way to engage on this important issue."

In addition to being available on the KelloggCares Facebook Page, the video will be distributed through a number of other social media channels to increase awareness of hunger and encourage donations. Katalyst will help distribute the video through the company's online social networks, and Kellogg will include information about this initiative on tens of millions of Kellogg's cereal boxes later this year.

"We are excited to partner with Kellogg Company, a longstanding supporter of Feeding America, in this important campaign to grow awareness and engagement in the fight against domestic hunger," said Vicki Escarra, president and CEO of Feeding America. "Tremendous strides have been made, but as the support in the fight against hunger grows, so does the demand for food. No American should go hungry and there is always more that can be done. We are grateful to Kellogg for their leadership and dedication to our cause."

This initiative is part of an ongoing commitment from Kellogg Company to help fight hunger. In April, the Company announced that it is donating an entire day's worth of cereal production - more than 55 million cereal servings - to Feeding America. The donation of 3.5 million pounds of cereal is worth approximately $10 million.

"Kellogg Company is deeply committed to fighting hunger," said David Mackay, president and CEO, Kellogg Company. "Through this innovative, new initiative, we hope that we will engage even more consumers who will join us by giving what they can to Feeding America."

Kellogg Company has been a committed donor to Feeding America since they were founded. Over the past 10 years, Kellogg has donated more than 224 million pounds of food to Feeding America. Over the last five years, Kellogg has contributed more than $40 million in cash and $120 million in product to various charitable organizations around the world. For more information on Kellogg Company's Corporate Responsibility efforts, please visit www.kelloggcompany.com/CR.

About Kellogg Company

With 2008 sales of nearly $13 billion, Kellogg Company is the world's leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles and veggie foods. The Company's brands include Kellogg's®, Keebler®, Pop-Tarts®, Eggo®, Cheez-It®, All-Bran®, Mini-Wheats® Nutri-Grain®, Rice Krispies®, Special K®, Chips Deluxe®, Famous Amos®, Sandies®, Bear Naked®, Kashi®, MorningStar Farms®, Gardenburger® and Stretch Island®. Kellogg products are manufactured in 19 countries and marketed in more than 180 countries. For more information, visit www.kelloggcompany.com. Kellogg Company's Corporate Responsibility report including its approach, progress and future direction in the marketplace, workplace, environment and community can be found at www.kelloggcompany.com/CR.

About Katalyst Media

Katalyst, based in Los Angeles and New York, is a studio for social media creating digital, television and film properties. The Katalyst mission is to create thought-provoking and compelling content for multiple platforms. Founded by partners, Ashton Kutcher and Jason Goldberg, Katalyst film credits include "The Butterfly Effect" and "Guess Who," as well as the upcoming feature films "Spread" and "5 Killers." Television property credits include the hit series "Punk'd" and "Beauty and the Geek," in addition to network series "True Beauty" for ABC, "The Beautiful Life" for the CW, and "Excellent Adventure" for OWN. Digital properties include the "Blah Girls" (www.blahgirls.com), 24 Hours at Sundance (www.24hoursatsundance.com) and the Web reality series KatalystHQ (www.funspace.com/katalysthq).

About Feeding America

Feeding America is the nation's leading domestic hunger-relief charity, providing individuals and families with the means to survive and even thrive. Serving the entire United States, more than 200 member food banks support 63,000 agencies (soup kitchens and food pantries) that address hunger in all of its forms. The Feeding America network supplies food to more than 25 million Americans each year - including 9 million children and 3 million seniors. For more information on how you can fight hunger in your community and across the country, visit www.feedingamerica.org.

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SOURCE: Kellogg Company

Web site: http://www.kelloggcompany.com/


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