Kellogg has a tradition of embarking on high profile social campaigns to raise awareness and encourage sales of its cereal products. Media Ambitions co-founded the Kellogg’s Corn Flakes Great Walk 2005 and secured sponsorship for the event from the cereal giant. The Kellogg’s Corn Flakes Great Walk 2005 was a series of 56 10k sponsored walking events taking place in major towns and cities across the UK and Ireland.

A nationwide PR campaign ran along side the event which was designed to encourage people living in the UK and Ireland to get fit and eat healthily. Media Ambitions was responsible for the PR for the event which raised in excess of £1 million for a variety of registered charities, accredited school and community projects.

The Kellogg’s Corn Flakes Great Walk 2005 was Kellogg’s most successful PR campaign for 2005 and in addition to the press coverage received managed to secure ITV, UTV and TV3 as media partners.

Sam Fulton, Head of PR for Kellogg, said “The Kellogg Corn Flakes Great Walk 2005 was consistently the highest rating Kellogg Campaign from January to September 2005”.