Breitbart News Wages All-Out Attack on Kellogg After Cereal Maker Pulls Ads

Via Breitbart News

Breitbart News has unleashed a full-scale campaign against Kellogg Co. after the food manufacturer announced that it was discontinuing ads on the alt-right website because it is not “aligned with our values as a company.”

On Wednesday, Breitbart kicked off an online boycott with the hashtag #DumpKelloggs, which briefly became the top-trending term on Twitter in the U.S. As of Thursday at 11 a.m. PT, Breitbart claims more than 145,000 people have signed its online petition against the company. The site has created an image showing all of Kellogg’s brands.

In addition, Breitbart News on Thursday featured on its homepage an eight-month-old story, headlined “Criminal Investigation Opened After Man Appears to Urinate on Kellogg’s Cereal Assembly Line,” citing a video allegedly recorded in 2014 at a Kellogg facility in Memphis, Tenn. It also posted an item Thursday with the headline, “#DumpKelloggs: Minority Employees Accuse Kellogg’s of Racism, Subjecting Them to N-Word, Photo of a Baboon,” citing an Oct. 27 report by NBC Rhode Island affiliate WJAR, after posting this on Wednesday: “SHOCK: Amnesty International Blasts Kellogg’s for Using Child Labor-Produced Ingredients.”

Breitbart — which critics accuse of producing a virulent stream of racist, sexist, homophobic and xenophobic material — has come under new scrutiny after executive chairman Steve Bannon joined Donald Trump’s campaign as CEO, and since has been tapped as chief strategist and senior counselor to the president-elect. Bannon has said he is taking an extended leave of absence from Breitbart and will have no involvement with the company during his tenure in the Trump administration.

While other advertisers including Allstate and Warby Parker have also pulled ads from Breitbart, so far Kellogg appears to be the sole target of the far-right site.

Asked for comment on Breitbart’s actions, Kellogg VP of global communications Kris Charles said in a statement, “To be clear, our decision had nothing to do with politics. 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 set forth in our advertising guidelines.” She said the company heard from consumers that Kellogg’s ads were placed on and decided to discontinue advertising there.

Breitbart staffers have denounced the move by the company. “For Kellogg’s, an American brand, to blacklist Breitbart News in order to placate left-wing totalitarians is a disgraceful act of cowardice,” editor-in-chief Alexander Marlow wrote on the site.

Stories on have included such pieces as “Bill Kristol: Republican Spoiler, Renegade Jew,” “Roger Stone: Huma Abedin ‘Most Likely a Saudi Spy’ With ‘Deep, Inarguable Connections’ to ‘Global Terrorist Entity,’” “There’s No Hiring Bias Against Women in Tech, They Just Suck at Interviews,” and “The Solution to Online ‘Harassment’ Is Simple: Women Should Log Off.”

In an interview last month with the Wall Street Journal, Bannon admitted that the alt-right movement has “some racial and anti-Semitic overtones.” But he said Breitbart’s definition of the alt-right is “younger people who are anti-globalists, very nationalist, terribly anti-establishment.”

Breitbart claims to have 45 million readers. According to comScore, in October 2016, the site had 19.2 million unique U.S. visitors for the month.

Kellogg, with 2015 sales of $13.5 billion, is the world’s leading cereal producer and the second-largest producer of cookies, crackers and savory snacks. Its brands include Froot Loops, Apple Jacks, Corn Flakes, Frosted Flakes, Rice Krispies, Special K, Keebler, Pringles, Pop-Tarts, Cheez-It, Eggo, Nutri-Grain, Kashi and Morningstar Farms.

Twitter, meanwhile, has taken steps to block alt-right users from its service, including Breitbart contributor Milo Yiannopoulos after he engaged in online harassment of actress and comedian Leslie Jones.

Filed Under:

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 5

Leave a Reply


Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

  1. Sharon damon says:

    Gee breitbart seems to forget , as a free country and a democracy, Kellogg can pick and choose where they want to advertise, as can other businesses in the US. Instead of whining and threatening, maybe breitbart should look at the content and meaning of what they put out, as the cause of their loss of business. Go kellogs, for having the decency and courage to back away from hate

  2. Alexis A Blaylock says:

    Hooray for Kellogg’s! i will support the Kellogg’s brand by buying more. In my opinion, a lot of good has come out of this election. For example, so many people feel comfortable enough to reveal the hateful, biased, bigoted, and misogynistic views they have. It is good for the rest of us that they unveil themselves. They forget that those of us who are NOT hateful, biased, bigoted, and misogynistic have money and buying power also. I think we should all support brands that support love, unity, diversity, equality, integration, open-mindedness, and respectfulness. How about that?

  3. Family Values says:

    God Bless Kellogg.

  4. Jo Blocker says:

    I am proud to say I worked for the Kellogg Company for 25 years. The Memphis employees were in a dispute with the company, Don’t remember the reasons. The only ones to lose in this case are the employees and and the idiot who acted like a spoiled brat. If Kellogg’s had learned of this act earlier they may very well have closed the plant and put hundreds out of jobs. (By the way, looks to me like there was nothing on that belt Maybe because there was a plant shutdown.
    As for pulling Kellogg ads from Breitbart News; Their explanation is valid. Breitbart is acting as bad
    as the man in that video, you have no one to blame but yourself for the loss of business. JB

  5. And here I thought “the liberals” were the whiners… Kellogg’s doesn’t want to advertise on your alt-right news site, so BOYCOTT! BAN! WAAAAAHHH!? Seriously? What’s going to happen to all those “jobs” Kellogg’s creates? lmfao

More Digital News from Variety