MEDIA

Breitbart News Goes To War With Breakfast Cereal

Many are petitioning to #DumpKelloggs after the food maker pulled its ads from Breitbart.com

MEDIA
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Dec 01, 2016 at 11:52 AM ET

Breitbart.com is fighting back after the famous food company Kellogg’s announced earlier this week that it will pull its advertisements from the conservative news site known for its alignment with the extreme “alt-right” and its anti-immigration stance.

Breitbart News on Wednesday launched a #DumpKelloggs petition and called for a boycott against the “far-left” food maker famous for products like Fruit Loops, Eggo waffles and Pringles.

Kellogg’s released a statement on Tuesday saying that Breitbart isn’t “aligned with our values as a company.” They became aware their advertisements were appearing on Breitbart.com through social media users who flagged them to the company and pressured the food maker against advertising on a platform that regularly promotes what is widely perceived as racist, misogynist, xenophobic and anti-Semitic views.

More Kellogg’s Is The Latest Brand To Yank Ads From Breitbart

In post published on their site on Wednesday, Breitbart responded by saying, “Kellogg’s offered no examples of how Breitbart’s 45 million monthly readers fail to align with the breakfast maker’s values.” 

Brietbart News, created in 2007 by the late Andrew Breitbart, has experienced breakneck growth during Donald Trump’s campaign, when their readership spiked 120 percent over the course of a year. They received a large amount of critical attention after Steve Bannon, the former chairman of Brietbart, was appointed by Trump as the president-elect’s chief strategist.

Breitbart describes Kellogg’s decision as a boycott of mainstream American ideas, discrimination and prejudice. In  Wednesday’s post, they stated, “Breitbart News, one of the world’s top news publishers, has launched a #DumpKelloggs petition and called for a boycott of the ubiquitous food manufacturer” and “If you serve Kellogg’s products to your family, you are serving up bigotry at your breakfast table.”

Social media users played a crucial role in informing companies of where their ads are showing up. Likewise, it’s playing a huge role in the backlash. As of 5:15 PM ET on Wednesday there were over 12,000 tweets with the hashtag #DumpKelloggs.

“Fake news sites and racist news sites exist and thrive because of advertising revenue.” said Nicholas Reville, a social media users who is involved with systematically tweeting at companies to notify them they are advertising with Brietbart. “The more attention Breitbart brings to the issue by attacking their former advertisers, the better it is. We want more people to think about this, talk about it, and make sure that companies they support stop funding Breitbart.”

Reville also added that he has noticed many brands have dropped their advertisments from Breitbart quietly, once they were informed. “There will be some that do respond and say yes. But the biggest ones will just do it quietly.”