Tony the Tiger and His All-Star Friends Help Kids Earn Their Stripes
Apr 26, 2005
Tony the Tiger and His All-Star Friends Help Kids Earn Their Stripes

Kellogg Joins Forces with Kevin Garnett, Mia Hamm and Tony Hawk to Promote Physical Fitness and a Healthy Lifestyle

BATTLE CREEK, Mich. - Tony the Tiger and his all-star friends - soccer legend Mia Hamm, pro skateboarder Tony Hawk and NBA star Kevin Garnett - have joined together to encourage kids to get active, eat right and work hard to achieve all of their goals. The all-stars’ efforts are part of an initiative sponsored by Kellogg’s Frosted Flakes that is designed to help kids build their confidence, stay fit, and at the same time have fun.

“I’m very excited to be working with Kellogg to show kids that fitness can be fun,” said Hamm. “Our goal is to encourage young people to work hard, eat right and stay active. Experts know that if kids are physically fit it helps give them the confidence to succeed in other parts of their lives.”

The highlight of the new initiative is “Tips from the Pros,” offering insider training tips and challenges from Hamm, Hawk and Garnett. Kids can access the tips via a CD-ROM available in packages of Kellogg’s Frosted Flakes. The CD will take kids to a special Web site, where they will find exclusive training videos featuring each athlete, encouraging kids to “Work Hard, Eat Right and Never Stop Earning Your Stripes.”

Another highlight of the program is the newly redesigned Tony the Tiger Web site (www.tonythetiger.com), featuring Web pages for each athlete and an Earn Your Stripes playbook. In the playbook, kids can earn stripes for their accomplishments and redeem the stripes for rewards.

Later in the year, limited-edition posters featuring the pros will be inserted into specially marked packages of Kellogg’s Frosted Flakes. The “Tips From the Pros” promotion will be supported by online and television advertising, which will begin airing nationally the week of April 25, 2005.

With 2004 sales of almost $10 billion, Kellogg Company (NYSE:K) is the world’s leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, frozen waffles, meat alternatives, pie crusts, and ice cream cones. The company’s brands include Kellogg’s, Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Rice Krispies, Murray, Austin, Morningstar Farms, Famous Amos, Carr’s, and Kashi. Kellogg products are manufactured in 17 countries and marketed in more than 180 countries around the world. For more information, visit Kellogg’s web site at www.kelloggcompany.com.