Kellogg Increases 2010 Ad Spend, Triples Social Media

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Multiple marketers, including Kraft, have recently spoken about lower pricing helping ad dollars go further in 2009. Now, Kellogg appears to be the first to signify that the more bang-for-buck trend will continue into 2010.

Also, the company is moving aggressively into social media, Bryant said, tripling spending over the past three years and experiencing "great returns on this investment." He did not offer specifics, but cited a Facebook Pop-Tarts page and Special K initiative as effective.

Separately, Kellogg has made efforts to improve the health benefits of its products, notably with cereals targeted at kids. There has been pressure from interest groups and some legislators for food marketers to help fight child obesity.

Bryant acknowledged the "intense increase in awareness around nutrition and health and wellness" and said the company believes its "portfolio is well placed" to compete effectively as it tinkers with products.