BPPA were appointed by Kellogg’s in April 2006 following a competitive pitch process.

We were initially bought on board to assist them in managing their reputation amongst political stakeholders and hostile NGO’s in the face of an increasingly threatening political and regulatory landscape; specifically in respect to a number of measures proposed in the 2004 Choosing Health White Paper including nutritional front-of-pack labelling and restrictions on marketing to children.

As well as working with Kellogg’s on obesity and nutrition issues a significant part of our work is to promote the good work that they do as a socially responsible company.

Kellogg’s fund a large number of Breakfast clubs in schools across the country. Working closely with Kellogg’s PR consultancy, we invited a number of Parliamentarians from both Westminster and the devolved assemblies to present Breakfast Club Awards in their constituencies. To date over thirty presentations have taken place, with all Parliamentarians approached keen to take up the invitation.

In April 2007 BPPA organised a Westminster Breakfast for Kellogg’s senior executives to brief Parliamentarians on particular issues of joint interest. The event was very successful with over twenty MPs and Special Advisers attending including two members of the David Cameron’s office, two members of the shadow health team, the Chairman of the Health Select Committee and other influential backbenchers and select committee members. The event is to be repeated this year.

As a part of their commitment to healthy active lifestyles Kellogg’s sponsors the Amateur Swimming Association. In the Autumn of 2006 BPPA secured Sports Minister Richard Caborn to appear in a photo shoot with a number of Kellogg’s sponsored future Olympians. We will be inviting his successor Gerry Sutcliffe to attend the Kellogg’s sponsored world swimming championships taking place in Manchester this year.

Our other activity includes advice and input on responses to consultations; assistance on engaging with Government officials on policy-making; and input to government and industry stakeholder groups.

All of our work is focused on positioning Kellogg’s at the forefront of the industry in terms of its engagement with political audiences.