Rice Krispies Celebrates 75th Anniversary with a Snap! Crackle! Pop!
Aug 27, 2003
Rice Krispies Celebrates 75th Anniversary with a Snap! Crackle! Pop!

Kellogg's Jammin' Jingle Contest Begins "Road to the CMA Awards" Tour
BATTLE CREEK, Mich - To celebrate its 75th anniversary, Kellogg's Rice Krispies hits the road - the Road to the 2003 Country Music Association Awards.

Over the next two months, Kellogg is hosting Jammin' Jingle "Casting Call" events in five cities across the country, celebrating Rice Krispies' 75th anniversary and discovering America's newest young singing talent. The contest highlights Rice Krispies' famous Snap! Crackle! Pop! sound and the role that popular jingles have played in the Rice Krispies heritage.

Kids aged 4-12 will have the opportunity to appear with Snap! Crackle! Pop! and perform the latest Rice Krispies jingle in the following areas: Detroit, August 30; San Francisco, September 6; Los Angeles, September 13; Orlando, September 20; and New Jersey, September 27. "Casting Call" participants will be eligible to win the Jammin' Jingle Contest's grand prize - a VIP trip to the annual CMA Awards on November 5, 2003. Interested fans not located in "Casting Call" cities can also enter the contest by following directions on Rice Krispies cereal boxes or by logging on to www.ricekrispies.com. For more information about the Country Music Association Awards, log on to www.cmaawards.com.

"Rice Krispies has joined families at the breakfast table for 75 years, and the famous Snap! Crackle! Pop! sound is recognizable to parents and kids alike," said Jenny Enochson, director marketing communications. "The Jammin' Jingle Contest continues the Rice Krispies musical tradition by giving kids a chance to join Snap! Crackle! Pop! as Kellogg's newest jingle-singing stars." Kellogg launched its Rice Krispies Jammin' Jingle Contest in June 2003 in Nashville at the Country Music Association's (CMA's) Fan Fair.

"The Country Music Association is excited about its partnership with Kellogg's and the unique Jammin' Jingle Contest Tour," said Rick Murray, senior director of marketing for the CMA. "The teaming of America's music with one of America's favorite brands is a perfect fit. And we're thrilled to give kids a chance to be part of the CMA Awards in Nashville."

Since 1928, Rice Krispies has been known to kids and adults as "The Talking Cereal" because of the distinctive reaction it has in milk - the famous "snap, crackle and pop." Snap! Crackle! Pop! debuted in the early 1930s and have been brand spoke characters ever since. But the highly recognizable trio is most famous for their jingles, and by the 1960s they were singing frequently on television. In addition to Snap! Crackle! Pop!, parents may remember the casts of "The Monkees" and "The Partridge Family" performing Rice Krispies jingles.

With 2002 sales of $8.3 billion, Kellogg Company (NYSE:K) is the world's leading producer of cereal and a leading manufacturer of convenience foods such as cereal bars, frozen waffles, toaster pastries, cookies and crackers. The company also produces natural and vegetarian foods. Founded in 1906 and dedicated to providing nutritious and tasty foods, Kellogg has manufacturing facilities in 19 countries and sells its products in more than 180 countries. Kellogg brands include Kellogg's, Keebler, Pop-Tarts, Eggo, Nutri-Grain, Cheez-It, Morningstar Farms and Kashi. For more information, visit Kellogg's Web site at www.kelloggs.com.