Rice Krispies kicked off a back-to-school campaign that encourages parents to “give kids a little extra love” as the uncertainty and separation surrounding schooling in a pandemic heightens young ones’ stress levels and anxiety. The new “Love In Case Of…” campaign helps parents craft messages of support to write on the wrapper of a Rice Krispies bar for their child. Rice Krispies is selling cases of the treats on its website, which could help it reach more families around the United States and spur e-commerce sales. The campaign works with long-time nonprofit partner No Kid Hungry, which will get a $20 donation for each kit sold. Love In Case Of… is an extension of the breakfast brand’s partnership with the organization, for which it has donated nearly one million meals and $200,000 since the pandemic began.
In addition to the charitable push and real life snack support, Rice Krispies also dished up a virtual initiative that helps parents discuss the challenges of returning to school during the pandemic. Therapist and author Lori Gottlieb took to Rice Krispies’ website to help parents plan out conversations with their children on topics such as how to cope with online learning and not seeing their friends or—for those returning to in-person schooling—how to stay safe in a classroom. The effort allows Rice Krispies to meet parents and their children in whichever situation they find themselves in, potentially staying top of mind with families when grocery shopping or in their daily life. By serving as a middleman for parents and kids going into an uncertain school year, Rice Krispies could boost its relevance and image as a comforting snack food for all, according to a Gartner report.
Rice Krispies popped in to help families navigate the new and unfamiliar school year. By offering curated tips and personalized snack packaging, the brand could create a deeper loyalty and connection with parents and children, and provide a sweet sense of support that could make it a pantry staple during and long after the pandemic.