Did you ever complete a mail in offer as a child? I always read the back of the cereal box to keep me occupied while I was eating. I longed to send in a little upc barcode in exchange for a toy but I don’t think I ever actually “sent away” as they called it to get an item.
The history behind the marketing campaign of mail in offers is fascinating! It all began with the Kelloggs brothers and their invention of a wheats based granola product that was rolled into long sheets that flaked in the early 1900’s. Is it surprising this cereal was created for invalids in Will Keith Kelloggs brother’s sanatorium?
William Keith Kellogg
As the cereal gained in popularity Kelloggs launched a gift with purchase campaign in 1906.
The children’s book “The Funny Jungleland Moving Pictures Book” was handed out to grocers to give to customers who purchased the cereal.
(Kellogg Waxtite Corn Flakes -The Exeter Advocate, 1922-)
Eventually this turned into a mail in offer. Through the years the items changed. Some of the other offers Kelloggs came up with through the years were:
- Gold Muffin Tins
- Measuring Cups
- Pep War Insignia Pins
- Wooden Mixing Spoons
- Pep Comic Buttons
The wooden mixing spoon is my personal favorite. I love the clean Kelloggs logo and the patina of the nearly 90 year old kitchen utensil.
