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Breitbart leads Kellogg’s boycott in response to cereal brand pulling its advertising

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By John Glenday, Reporter

December 1, 2016 | 2 min read

Right wing news portal Breitbart is at loggerheads with the world’s largest cereal brand after Kellogg’s abruptly ceased advertising on the website on Tuesday, saying that it was not ‘aligned with our values’.

The breakfast brands decision was met with fury by Breitbart’s editorial team who declared ‘#War’ on the business with the #DumpKelloggs” campaign which is exhorting its readership to refrain from eating the likes of Coco Pops, Rice Krispies and Frosties in retaliation.

Breitbart editor-in-chief Alexander Marlow said: “For Kellogg’s, an American brand, to blacklist Breitbart News in order to placate left-wing totalitarians is a disgraceful act of cowardice.

“They insult our incredibly diverse staff and spit in the face of our 45,000,000 highly engaged, highly perceptive, highly loyal readers, many of whom are Kellogg’s customers. Boycotting Breitbart News for presenting mainstream American ideas is an act of discrimination and intense prejudice. If you serve Kellogg’s products to your family, you are serving up bigotry at your breakfast table.”

Explaining its thinking to Bloomberg, Kellogg's spokeswoman said: “We regularly work with our media-buying partners to ensure our ads do not appear on sites that aren’t aligned with our values as a company. We recently reviewed the list of sites where our ads can be placed and decided to discontinue advertising on Breitbart.com. We are working to remove our ads from that site.”

Kellogg's is the latest brand to blacklist Breitbart following similar withdrawals from Nest, EarthLink and SoFi, many of whom only advertised on the platform as part of blanket distribution deals managed by automated systems.

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