The pan-European promo has been timed to celebrate kids going back to school after the summer holidays, in a year that has involved disruption for many pupils because of the Covid-19 pandemic.

Participation requires three codes from the inside of special promo packs of cereal that are on sale now.

The codes are redeemed via a dedicated microsite.

The resulting personalised cover includes the name of the child (who must be over six years of age) and their picture on the front, while the back of the box features details such as their school year, favourite colour and subject, and what they want to be when they grow up.

Nottinghamshire-based Prime Group is handling the personalised printing and fulfilment. It runs HP digital presses including a new HP Indigo 12000HD B2 model. 

Prime previously worked with Kellogg’s on two complex personalisation projects during 2015 and 2016 involving the production of personalised spoons.

In a LinkedIn post, Katy Bailey, European assistant brand manager for Coco Pops at Kellogg Company, said: “Our fantastic Back to School promotion is finally live across Europe. A truly one of a kind promotion.”

She described it as “an immense team achievement”.

Kellogg’s cereal brands include Corn Flakes, Coco Pops, Frosties, and Rice Krispies.