Kellogg Company and Aimia Power Consumer Loyalty with the Kellogg's Family Rewards Program

Tue Mar 26, 2013 12:25pm EDT

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Aimia's data-driven loyalty and rewards model provides mutual benefits to
families and Kellogg Company
BATTLE CREEK, Mich.  and  MINNEAPOLIS,  March 26, 2013  /PRNewswire/ -- Loyalty
programs are essential tools in the savvy marketer's arsenal for building brand
trust and affinity with customers.  The importance of having a strong loyalty
program was on display as  Kellogg  presented recently at Loyalty Expo in 
Orlando  about the  Kellogg's Family Rewards consumer-loyalty program. Launched
in  June 2012, the program has not only strengthened the relationship between
families and all of the company's brands, but is producing useful data that
brings new intelligence and insights to  Kellogg  on consumer buying behavior.

This targeted approach has paid off. The  Kellogg's Family Rewards program
membership is growing rapidly and now covers a majority of  Kellogg  products
including cereals, frozen foods and snacks.  The  Kellogg's Family Rewards
program has been such a significant asset for the company that national
promotions, retail-specific offers, and brand promotions are now being run
through the program. The program has brought greater efficiency and greater
flexibility to marketing budgets since multiple products share an umbrella
loyalty program, but still retain their individual appeal.   

"When developing this program, we recognized the need to have a platform that
would integrate multiple products across  Kellogg's brands and extend across all
brand promotions," said  Dan Keller, Vice President - CRM and Loyalty at Kellogg
Company. "We partnered with Aimia to develop the program, and in addition to
driving loyalty, we've also been able to make data-driven marketing decisions
which is critical in this competitive market."

Aimia's development of the platform for the  Kellogg's Family Rewards program
was guided by the intelligence and insights that are possible through the
intersection of technology and marketing. Aimia's proprietary platform assigns a
value to each code based on product, size and item cost, but also factors in a
bonus point structure and national promotion overlays. The data that is
generated when the consumer enters codes is analyzed to more effectively target
promotions and offers to specific members. Aimia also provides data-driven
catalogue technology for the program, which includes exclusive reward previews
and member-specific reward items. As a result,  Kellogg  expects to see
increased engagement with consumers and increased loyalty to products and its

"Kellogg  appreciated the importance of understanding their customers and what
motivates them," said  Jay Lee, Chief Strategy Officer, US Region, Aimia.
"Leveraging insights from consumer data allows companies to get the right offer
to the right customers via the right channels, fostering a strong, two-way
consumer loyalty relationship while building a sustainable competitive advantage
for the company."

To learn more about  Kellogg's Family Rewards visit

About Kellogg Company     
At Kellogg Company (NYSE: K), we are driven to enrich and delight the world
through foods and brands that matter. With 2012 sales of  $14.2 billion, 
Kellogg  is the world's leading cereal company; second largest producer of
cookies, crackers and savory snacks; and a leading North American frozen foods
company.  Every day, our well-loved brands nourish families so they can flourish
and thrive. These brands include  Kellogg's,  Keebler,  Special K,  Pringles, 
Frosted Flakes,  Pop-Tarts,  Corn Flakes,  Rice Krispies,  Kashi,  Cheez-It,
Eggo, Coco Pops, Mini-Wheats,  and many more. Because we believe in the power of
breakfast, we focus our philanthropic efforts global hunger relief through our 
Breakfasts for Better Days initiative, providing 1 billion servings of cereal
and snacks -  more than half of which are breakfasts - to children and families
in need by the end of 2016. To learn more about our responsible business
leadership, foods that delight and how we strive to make a difference in our
communities around the world, visit

About Aimia  

Aimia is a global leader in loyalty management. Aimia's unique capabilities
include proven expertise in delivering proprietary loyalty services, launching
and managing coalition loyalty programs, creating value through loyalty
analytics and driving innovation in the emerging digital and mobile spaces.
Aimia owns and operates Aeroplan,  Canada's premier coalition loyalty program
and Nectar, the  United Kingdom's largest coalition loyalty program. In
addition, Aimia has majority equity positions in Air Miles Middle East and
Nectar Italia as well as a minority position in Club Premier,  Mexico's leading
coalition loyalty program and Cardlytics, a US-based private company operating
in transaction-driven marketing for electronic banking.

Aimia is a Canadian public company listed on the Toronto Stock Exchange (TSX:
AIM) and has over 4,000 employees in more than 20 countries around the world.
For more information about Aimia, please visit

Media Contact:

For Kellogg Company:   
Kellogg Media Hotline   

For Aimia:     
Lee Lubarsky    


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