Netmums has strengthened its partnership with Kellogg’s, which the cereal brand plans to use as a springboard to launch its new Honey Pops brand in the spring.
The deal, set to last until the end of the year, is the brand’s third with the parenting site, and will include on-site advertising as well as Kellogg’s engaging with Netmums' user base through a series of targeted family fun activities.
Netmums founder Siobhan Freegard said: “When it comes to cereal there’s no bigger brand than Kellogg’s, and there’s no bigger brand in parenting than Netmums, so together we can bring Britain’s mums and dads just what they need to make their mornings brighter.
“We’ve achieved so much over the last two years with Kellogg’s and are delighted to be working with them again. Their information and offers have proved hugely popular with parents on the site - and as the UK’s biggest parenting site, Kellogg’s know their message will be reaching more than a million mums and dads each week.”
The deal is also set to be promoted on-pack in stores, with parents also having the chance to download Kellogg’s free seasonal guides.
Laura Keay from Kellogg’s said: “The on-going relationship with Netmums has proven to be a great success and a key channel in engaging our brands with mums. We are delighted to announce a third partnership which will be even bigger and better than anything we have done previously with the site’s members. We are so proud of the partnership we are even putting it on our packs.”