Kellogg Halts Ads That Spoil Farmers’ Breakfast

Kellogg Co. has agreed to discontinue an advertising campaign that farmers said took a cheap shot at the traditional eggs-and-bacon breakfast.

The disagreement heated up when the Battle Creek-based cereal company began putting ads in restaurant trade magazines that sought to show cereal would appeal to health-conscious consumers.

One of the ads carries the banner, “Look who’s got eggs scrambling now,” and says that millions of people are switching from eggs and meat to Kellogg’s cereal because it is “heavy on nutrition, light on calories, cholesterol free and many are high in fiber.”

The Michigan Farm Bureau countered with an editorial about two weeks ago in some of the same magazines.

“We decided to discontinue it after reconsideration of the misinterpretation that has occurred,” said Joseph Stewart, vice president of public affairs for Kellogg.