Cereal company Kelloggs chose to politicise their advertising choices when they publically withdrew their advertisements from Media powerhouse Breitbart News. They claimed that the site’s values were not aligned with their own. Breitbart that has an audience of 45,000,000 readers, (many of whom are Kellogg’s customers ) did not take the attack against their income sitting down. They declared war on Kelloggs and organised a boycott against the company on Wednesday. As a result of their action #DumpKelloggs became the most popular trending topic on Twitter in the United States that same day.
The message to politically minded businesses is clear. Politicise your business decisions at your peril. Conservative customers will punish you for it. The days of only left-wing customers engaging in boycotts of businesses are over. The new conservatives and the so-called alt-right are not afraid to use their buying power as a weapon.
The boycott …under the hashtag #DumpKelloggs, has generated thousands of posts on Facebook and Twitter, with the official Kellogg’s Facebook pages for various products being bombarded with complaints from Breitbart’s readers.
…“Breitbart News is the largest platform for pro-family content anywhere on the Internet. We are fearless advocates for traditional American values, perhaps most important among them is freedom of speech, or our motto ‘more voices, not less,’” declared Marlow. “For Kellogg’s, an American brand, to blacklist Breitbart News in order to placate left-wing totalitarians is a disgraceful act of cowardice. They insult our incredibly diverse staff and spit 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,” he continued. “If you serve Kellogg’s products to your family, you are serving up bigotry at your breakfast table.”
Breitbart President and CEO Larry Solov mirrored Marlow’s response, branding the move as “un-American.”
“Kellogg’s has shown its contempt for Breitbart’s 45 million readers and for the main street American values that they hold dear,” said Solov. “Pulling its advertising from Breitbart News is a decidedly cynical and un-American act. The only sensible response is to join together and boycott Kellogg’s products in protest.”
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