Kellogg’s has decided to “l’eggo” all of its advertising dollars on Breitbart News, saying the controversial media site does not share its values as a company.
Breitbart has been in the news of late after its former executive Stephen Bannon was named President-elect Donald Trump’s chief strategist, following a successful stint as campaign CEO. The site has long published articles supporting alt-right ideologies — and articles with headlines like: “There’s No Hiring Bias Against Women in Tech, They Just Suck at Interviews” and, “Gay Men Whining About Their Big Gay Accents.”
“We regularly work with our media-buying partners to ensure our ads do not appear on sites that are not aligned with our values as a company,” Kris Charles, a spokeswoman for the Kellogg Co., said in a statement earlier this week. “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.”
Breitbart, in return, urged its readers to boycott all of Kellogg’s products, which include Eggo waffles, Pop-Tarts, Pringles, various breakfast cereals and more.
On its Facebook page, the media outlet posted a photo stating that “Kellogg’s hates Trump voters #DumpKelloggs” with the caption “Far-Left Kellogg’s Company: You Are Not “Aligned with Our Values as a Company.”
Subsequent articles on the website followed, with headlines like “#DumpKelloggs: Far-Left Cereal Giant Kellogg’s Warns of ‘Racial Privilege” and “Breakfast Brand Blacklists Breitbart, Declares Hate for 45,000,000 Readers.”
“For Kellogg’s, an American brand, to blacklist Breitbart News in order to placate left-wing totalitarians is a disgraceful act of cowardice,” Breitbart’s Editor-in-Chief Alex Marlow wrote in the latter piece, adding that the food manufacturer spits “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,” Marlow wrote.
Kellogg’s joins brands like Allstate, Nest, EarthLink, Warby Parker and SoFi, San Diego Zoo, ModCloth and Novo Nordisk that have also pulled ads from Brietbart News. AppNexus, one of the biggest online networks for advertising, also blocked the site, saying Breitbart “violates the hate speech code.”