Twitter erupts in fury over Kellogg's '1 RT = 1 breakfast for a vulnerable child' pledge

Kellogg's has been embroiled in a furore over accusations it is exploiting vulnerable children and threatening to let them go hungry should consumers not engage with a social marketing campaign.

Twitter erupts in fury over Kellogg's '1 RT = 1 breakfast for a vulnerable child' pledge
Twitter erupts in fury over Kellogg's '1 RT = 1 breakfast for a vulnerable child' pledge

On Saturday (9 November), Kellogg’s UK posted the following on its Twitter account: "1 RT = 1 breakfast for a vulnerable child"; part of its Give a Child a Breakfast campaign.

The post triggered a deluge of criticism acrossTwitter, with consumers taking umbrage at the suggestion that deprived children would only receive a breakfast should the campaign garner enough support, otherwise they would go hungry.

Yesterday, Kellogg’s tweeted an apology:

However, the apology did not stem the flow of opprobrium, with users saying the issue ran deeper than a "wrong use of words" and that the notion of a publicity campaign built on vulnerable children was reprehensible.

Kellogg’s Give a Child a Breakfast campaign has a dedicated website where it tells visitors: "Sadly, 1 in 7 children in the UK goes to school without breakfast every day. Together we can donate 2 MILLION breakfasts to children in need. To help, simply Share, Tweet, Watch or Buy a special pack of Kellogg's."