General Mills, Inc.: Box Tops For Education campaign (1993-1997)

Beginning in 1993, General Mills, Inc., publicized its products in a campaign that helped the company project a positive image by donating millions of dollars each year to elementary schools.

General Mills, Inc.: Box Tops For Education campaign

Susan Risland

Overview

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...