Bigotry and Boycotts: Kellogg’s Pulls Advertising

Kellogg's CerealPhoto Credit: Ozzy Delaney | Flickr

 

Breitbart News announced yesterday that it is calling for a boycott of Kellogg Co, after Kellogg announced its decision to pull ads from Breitbart because the site does not align with their values as a company.

Breitbart also set up an online petition calling for its visitors to pledge to boycott Kellogg’s products.

Kellogg’s, which makes Pringles, Eggo waffles, Special K, and Frosted Flakes, joins the ranks of a growing list of companies that include Target and Allstate that are taking a stand against advertising with media that does not represent their values.

Breitbart reports that Bloomberg News reported that Kellogg’s Kris Charles stated,“We regularly work with our media-buying partners to ensure our ads do not appear on sites that aren’t aligned with our values as a company. We recently reviewed the list of sites where our ads can be placed and decided to discontinue advertising on Breitbart.com. We are working to remove ads from that site.”

Intent on motivating its audience, Breitbart fell back on its tried and true methods of inflammatory rhetoric.  Alexander Marlow, Breitbart News Editor-in-Chief stated their view plainly, “If you serve Kellogg’s products to your family, you are serving up bigotry at your breakfast table.”

Breitbart finished the article by informing their readers of a large number of Kellogg’s most popular brands.

There was no mention from Breitbart about the risks of conducting such an audacious maneuver.  Kellogg’s, founded in 1906, sells products in over 180 countries worldwide.  Its annual revenue is close to $15 billion, and it’s possible that the boycott could backfire.  By providing free publicity to an iconic company with many well-loved brands, Breitbart’s boycott could drive additional revenue, certainly not the goal that Breitbart and the 200,000 350,000+ people who signed the petition had in mind.

It’s possible that Breitbart may consider Kellogg’s a lost cause, but still instigated the boycott as a way of intimidating less formidable brands into not removing their advertising as well.

If many of Breitbart’s advertisers do pull their advertising, the site could find itself in financial difficulty, even potentially end up going the way of Glenn Beck’s television show on Fox News, which was shut down in 2011 after more than 400 advertisers boycotted, stating that they no longer wanted to advertise on Beck’s show.

 

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