Kellogg's Special K Red Berries Takes to the Road

Kellogg Co. is truly making breakfast portable with its Special K Red Berries Better You Tour.

The Battle Creek, MI-based company has teamed with Kroger Supermarkets, Curves fitness centers and CBS fitness expert and reporter Bonnie Kaye for a 12-market mobile tour.

Special K Red Berries goes on tour

Making stops at Kroger store parking lots, fairs and festivals, consumers can get tips from Kaye and receive fitness assessments and recommendations from Curves representatives. A nutritionist will be on hand to answer questions and visitors can sample Special K Red Berries cereal.

Local radio spots and signage in Kroger stores supports. Chicago-based Relay Sports and Event Marketing handles for Kellogg with the radio spots from its Starcom sister agency Leo Burnett USA. The tour kicked off July 9 in Cincinnati and concludes Sept. 29 in Wichita, KS. It stays for up to five days in each market.