Brietbart — the ultra-conservative website formerly run by Steve Bannon, Donald Trump’s pick for chief strategist — has waged war on an unlikely opponent: Kellogg. The cereal brand recently dropped its advertising deal with Breitbart because the site’s coverage did not "align with our values as a company.” As a result, Breitbart is calling upon its readers to boycott all Kellogg products, and the hashtag #DumpKelloggs is trending on Twitter.
“We regularly work with our media buying partners to ensure our ads do not appear on sites that aren’t aligned with our values as a company,” a Kellogg spokesperson told The Wall Street Journal. “To be clear, our decision had nothing to do with politics.”
However, Breitbart has taken the move personally and has fought back with a post condemning the brand and slamming “leftist companies” that take it upon themselves to get politically active.
“For Kellogg’s, an American brand, to blacklist Breitbart News in order to placate left-wing totalitarians is a disgraceful act of cowardice,” Breitbart’s editor-in-chief Alexander Marlow said in a post on the website. “Boycotting Breitbart News for presenting mainstream American ideas is an act of discrimination and intense prejudice. If you serve Kellogg’s products to your family, you are serving up bigotry at your breakfast table.”
The result has been a mix of people promising to boycott Kellogg’s products and people purposefully buying more:
— J Faust (@Jhawk96) December 1, 2016
Wow. So Kellogg's pulled from Breitbart...
I will #DumpKelloggs into my bowl and eat it up, then buy more.
— /grego (@chtgrego) November 30, 2016
Other advertisers who have pulled from Breitbart include pharmaceutical manufacturer Novo Nordisk, eyeglasses maker Warby Parker, and the San Diego Zoo, according to USA Today.