Kellogg's Mission Tiger launches in Canada

Who: WK Kellogg

What: The brand has launched Kellogg’s Mission Tiger in Canada, led by Kellogg’s Frosted Flakes and Tony the Tiger, to provide kids with greater access to organized sports.

Kellogg's Mission Tiger first launched in the U.S. in 2019.

WK Kellogg Canada is partnering with KidSport Canada, a national non-profit organization that provides financial support to families for registration fees and equipment.

For every scan of a participating Kellogg's Frosted Flakes cereal box, WK Kellogg Canada will donate $5 to a local KidSport Canada chapter as part of Kellogg's Mission Tiger program. 

Each QR code scan leads Canadians to the campaign’s website, where they can select their local KidSport chapter. 

Canadians can also head straight to the Kellogg's Mission Tiger website to trigger a donation— no cereal box scan required.

Arsenal star Olivia Smith is partnering with Kellogg’s for the initiative’s first year in Canada. 

"At WK Kellogg Canada, our role in family routines has always been important, and now we're extending our support beyond the breakfast table to the playing field," said Tony Petitti, General Manager, WK Kellogg Canada Co. "Organized sports are instrumental in developing a child's character and equipping them with skills both on and off the field. Through our Kellogg's Mission Tiger campaign with support from KidSport, we're dedicated to ensuring more children have the opportunity to benefit from these formative experiences, regardless of financial barriers."