ADVERTISING : Kellogg Strategy Change Is Hinted

by PHILIP H. DOUGHERTY

On the surface it seems a small matter: Kellogg assigning a ''new cereal product under development'' to the J. Walter Thompson Company in Chicago. But think, the Leo Burnett Company, Chicago, traditionally handles all cereal assignments in the United States for the country's leading marketer of dry cereals, while Thompson has been doing most of it overseas.
Is this a portent?
The Kellogg Company spends about $100 million in advertising at home and most of that backs its cereals. Thomp@son, domestically, has been handling its Salada line of teas, deserts and fudge. Small potatoes.
Kellogg has assigned Burnett to handle LeShake Yogurt, which it acquired late last year from the Elmhurst (Queens) Milk and Cream Company and has since moved out of the New York market and into all of the East Coast.
First LeShake advertising was done by Gerald Schoenfeld, then by Mathieu, Gerfen & Bresner and then in-house by Elmhurst.

Published: April 1, 1981 in Newyork Times
Monday, September 14, 2009