The tweet was retweeted hundreds of times, but critics found tying feeding hungry children to retweets of a brand account distasteful:
“@KelloggsUK: 1RT = 1 breakfast for a vulnerable child” Anyone else find this kinda creepy? Like sayin “Help us advertise or kids go hungry”
— James Wong (@Botanygeek) November 9, 2013
Kellogg’s deleted the tweet and apologized on Twitter.
We want to apologise for the recent tweet, wrong use of words. It’s deleted. We give funding to school breakfast clubs in vulnerable areas.
— Kellogg’s UK (@KelloggsUK) November 10, 2013