During the late 1920s there was a bit of a 1980s Coca-Cola Pepsi war happening in the States; it was between two significant players in the rather new ready-made breakfast cereal world. New could be an exaggeration; the products were around for a good while; but delicious cream-of-wheat and porridge was seen as the standard for the majority. It was an expanding market once the depression hit.
Post acted as one would anticipate by pragmatically cutting costs and withdrawing advertising budgets. Porridge was nice, and nobody could be fretting about Snap Crackle and Pop at this time.
Kellog, on the other hand, doubled their advertising budget, and pushed the brand-new cereal, Rice Crispies, as hard as they could. Four decades later, the market was still gasping for air, and profits at Kellog had skyrocketed.
Opportunistic, possibly, but it might be worth noting here that the firm operator, Mr Kellog himself, shielded his staff, too. At the time the company conducted three six-hour changes every day. He changed this to four six-hour shifts to in his words “give paychecks and work to the heads of more than 300 families.” Shining a light into the darkest corners was helping real people. Mr Kellog knew quite well that suffering was everywhere, but what he did was much more than ruthless expediency at the expense of social morals by Brad Adgate.