Food Service & Agriculture, Marketing, PR & Advertising, and Sports Business

Kellogg presents Olympic hopefuls

December 25, 2013
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Rice Krispies Olympics
U.S. Olympian Noelle Pikus-Pace, a skeleton competitor and member of Team Kellogg's, appears on Rice Krispies cereal boxes this winter. Courtesy Kellogg Company 

As Team USA prepares to jet off to Sochi, Russia, for the 2014 Olympic Winter Games, Kellogg Co. is preparing to launch Team Kellogg’s, a group of Olympic and Paralympic athletes and hopefuls who will be featured on the breakfast cereal maker’s limited edition boxes this winter.

Kellogg featured several 2012 athletes on its boxes during the 2012 Olympic Summer Games and has decided to take it a step farther this year by placing athletes on even more of its products.

“Having eaten Kellogg's cereal since I was a kid, I'm very excited to be featured on boxes of Corn Flakes and Frosted Mini-Wheats this winter,” said Ted Ligety, U.S. Olympic alpine skier. “I’m a big proponent of the importance of breakfast and happy to team up with Kellogg's in support of that critical meal.”

Each of the athletes also will be helping provide breakfast as part of the “Give A Great Start” initiative, which continues through the end of the Sochi 2014 Paralympic Winter Games.

As part of the campaign, the athletes will show their support by tweeting out with #greatstarts and encouraging consumers to do the same. For each tweet with that hashtag, Kellogg will help provide breakfast for a child in need.

“We're thrilled to feature all of the Team Kellogg's athletes on packaging as a majority of them compete for Team USA to make it to the Sochi Games,” said Noel Geoffroy, senior vice president of marketing and innovation for Kellogg's U.S. Morning Foods division. “Our athletes truly believe that from great starts come great things, and we’re proud to showcase them as the face of our products.”

The athletes will be featured along with the following brands:

Gretchen Bleiler, snowboarding, on packages of Nutri-Grain and Corn Pops

Heath Calhoun, paralympic alpine skiing, on packages of Corn Flakes

Jim Craig, member of 1980 ice hockey team, on packages of Corn Flakes and Raisin Bran

Meryl Davis and Charlie White, ice dancing, on packages of Crispix

Sarah Hendrickson, ski jumping, on packages of Frosted Flakes and Froot Loops

Ted Ligety, alpine skiing, on packages of Corn Flakes and Frosted Mini-Wheats

Noelle Pikus-Pace, skeleton, on packages of Rice Krispies and Cocoa Krispies

Amy Purdy, paralympic snowboarding, on packages of Crunchy Nut, Frosted Mini-Wheats, Smacks and Smart Start

Kristi Yamaguchi, gold medal-winning figure skater, on packages of Crispix, Frosted Mini-Wheats, Kellogg’s Fiber Plus and Eggo

Torin Yater-Wallace, freeskiing, on packages of Pop-Tarts, Apple Jacks and Krave

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