Kellogg Takes Eet and Ern Site In-house

Kellogg Co. is now managing the Web site for its kids loyalty program in-house, pulling Eetandern.com from Yahoo, which hosted the site for nearly three years.

Kellogg continues to advertise Eet and Ern on Yahoo's kids' service, Yahooligans, and work with Yahoo on research, market evaluations and online marketing. Draft, Chicago, continues to handle the loyalty program for Kellogg's Promotion Marketing and EMarketing team.

Kellogg tapped Yahoo in 2001 because it didn't have the resources to handle the site in-house. "Since that time, our internal capabilities and process has improved significantly, thus we brought the site in-house," said Kellogg spokesperson Jenny Enochson.

Kids get downloadable prizes when they redeem on-pack codes via an Eet and Ern account. Battle Creek, MI-based Kellogg has more than 750,000 registered Eet and Ern members.