General Mills, Inc.: Box Tops For Education campaign
Susan RislandOverview
By advertising Wheaties as the "Breakfast of Champions," General Mills, Inc., positioned the cereal as a food that could help consumers maintain good health. The brand was advertised in various media, but it was its sponsorship of radio and television sports programs beginning in the 1930s that established a firm link between Wheaties and athletic competitions. General Mills strengthened the connection by printing large, impressive photographs of dozens of famous athletes on Wheaties boxes over the years. Numerous boys and girls read the boxes and dreamed of someday seeing...