Rice Krispies Treats have been enjoyed by young children over the years. But, as Kellogg’s recently realized, the sweet treat wasn’t as universal as they had originally thought.
Last year, the brand launched writable wrappers, which allow parents to jot inspirational messages on the individually packaged bars. However, as the company’s website indicates, numerous American schoolchildren are unable to experience such handwritten notes, as 62,000 are blind or low-vision.
As part of Kellogg’s recent dedication to ensuring that the brand maintains an inclusive environment for current and future employees with disabilities, and supporters of those who are disabled, the company launched its “Love Notes” campaign. Developed in combination with Kapable, Kellogg’s Business/Employee Resource Group, the campaign features a special update to its writable wrappers packaging: Braille stickers and recordable audio boxes.
“We partnered with the National Federation of the Blind to create the first-ever accessible ‘Love Notes’ in the form of Braille stickers and re-recordable audio boxes allowing families to share messages of love and encouragement with children who are blind or low vision,” Jessica Waller, vice president of sales at Kellogg’s and co-chair of Kapable Business/Employee Resource Group, wrote on the company’s website. “B/ERGs have the opportunity to positively impact our business and growth strategy. Our collaboration with Rice Krispies Treats is a perfect example of how we are aligning with strategic business initiatives to expand our consumer reach.”
Inspired by 11-year-old Eme Mitchell-Butler, these new additions allow those children who cannot read traditional notes to receive the same motivational boost as their peers.
The Braille stickers come in sheets of eight and feature uplifting phrases, such as “You’ve Got This” and “Love You Lots.” Also, they’re shaped like a heart, which coordinates with the spot for writing notes on the Rice Krispies Treat wrapper.
For children who cannot read Braille, or respond better to the spoken word, Kellogg’s offers recordable audio boxes in which parents can tuck their child’s Rice Krispies Treat. When opened, the box plays a 10-second message, which corresponds with the allotted space on each wrapper. The company emphasizes that the audio messages can be re-recorded more than 1,000 times, which amounts to multiple school years’ worth of encouragement and support. All of these materials are available on the Rice Krispies Treats website at no cost while supplies last.
Waller noted that the company hosted some very special guests at its corporate headquarters — students from the Kalamazoo Training Center for the Blind — to assess their reactions to these new offerings.
“This back-to-school season, we want every child to feel the love, and it was exciting to test the stickers with our special visitors before the campaign launched,” she wrote. “Their smiles and excitement as they read the Braille stickers was contagious — and it made me proud that the company I work for could create such a meaningful connection just by living its values.”
“Our founder, W.K. Kellogg lost his sight for the last decade of his life. He continued to work at the company full time for a number of years afterward,” she added. “We continue his legacy more than 100 years later by living our founder’s values and making inclusion and diversity top priorities. Inclusion is in our DNA, and is now shared through Rice Krispies Treats ‘Love Notes.’ Campaigns like this one help families remind their children that they are loved and supported.”