#DumpKelloggs

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Overview

#DumpKelloggs is a hashtag used by conservatives on Twitter to encourage a boycott of Kellogg cereals, which had removed its advertisements from the conservative media website Breitbart.

Background

On November 29th, 2016, Kellogg announced that they would cease running ads on Breitbart after consumers alerted the company that they had ads appearing there.^[1] In a statement, Kellogg Co. said they did not know that their media buying partners had run ads on Breitbart, and that they were pulling the ads because the conservative website did not align with their "values set forth in their advertising guidelines," which state Kellogg won't place ads in media that “encourages offensive behavior to others, or where the media is not consistent with our product or corporate image.” The following day, Breitbart^[2] published an article declaring that they had launched a campaign to boycott Kellogg using the hashtag #DumpKelloggs, describing Kellogg's decision as "bigoted and anti-American… If you serve Kellogg’s products to your family, you are serving up bigotry at your breakfast table,” ultimately declaring "#WAR" on the food company.

Developments

The boycott drew media attention from The Los Angeles Times,^[3] BBC,^[4] Forbes,^[5] and many more. On Twitter, the hashtag #DumpKelloggs^[6] has been used sincerely and in mockery of the movement. It is currently unclear on how Kellogg's decision to remove ads and Breitbart's Kellogg's boycott campaign will affect either party.

#BreitbartCereals

In response to the #DumpKelloggs controversy, Twitter users started the hashtag #BreitbartCereals in which they made puns combining cereals with values espoused by the media company. The hashtag trended on Twitter that day and was covered by Mediaite^[7] and Rawstory.^[8]