Kellogg's Frosted Flakes® Cereal to Announce National Field Renovation Program to Millions of Families During Super Bowl Ad

Company to also renovate Tampa-area football field as part of year-long commitment

BATTLE CREEK, Mich., Jan. 27 /PRNewswire/ -- Kellogg Company today announced that it plans to reach millions of American families with an announcement about Kellogg's Frosted Flakes™ Earn Your Stripes™ program and its field renovation initiative by airing an advertisement during this Sunday's Super Bowl game. These two programs focus on Kellogg's commitment to encouraging healthy lifestyles and building stronger communities.

Kellogg's Frosted Flakes® plans to renovate approximately 50 fields across the U.S. as part of their field renovation program. The company created this initiative to provide children with the opportunity to stay active and be their very best by giving them better places to play. Parents can submit their kids' fields for consideration on

"We anticipate reaching millions of American families with this national call to action during the Super Bowl and we're hopeful that parents will log on to the Frosted Flakes Web site to nominate their local field for a makeover," said Kimberly Miller, Vice President of Marketing, Morning Foods Division, Kellogg Company. "The Super Bowl provides the perfect opportunity for us to launch this Earn Your Stripes initiative as we continue to encourage kids to be more active, eat right and to work hard to achieve their goals."

Kellogg's Frosted Flakes Earn Your Stripes program is a proud sponsor of NFL Play 60, the NFL's youth health and fitness campaign, and a presenting sponsor of the NFL Play 60 Super Kid Contest.

The ad, entitled "Plant a Seed," focuses on the important role we all play in building stronger communities and making a difference in kids' lives. The Earn Your Stripes program is about inspiring kids to be their very best and "Plant a Seed" shows that before anyone can earn a single stripe, someone has to plant a seed and help give kids places to realize their promise and potential.

To further support their commitment, Kellogg will also renovate a football field in the Tampa community, Lincoln Gardens Park, during the week of the big game. To help celebrate Super Bowl XLIII, this field renovation will be completed in a total of 43 hours beginning on Tuesday, January 27 and wrapping up on January 29.

"Frosted Flakes' field makeover program and the first field renovation in Tampa are great examples of what we can do to help encourage our kids to be active and stay healthy," said Drew Brees, quarterback for the New Orleans Saints. "It just takes a few minutes for parents to go online to, nominate a field and make a difference in kids' lives."

Adults 18 years of age or older may nominate a designated outdoor baseball, softball, T-ball, soccer, football, lacrosse, field hockey field, track or basketball court in their local community for a makeover. Registration and entry submission is free and entrants are required to answer a few questions about the field, why it needs to be renovated and how a makeover would help the community. Nominations will be accepted online at until March 31, 2009.

Kellogg's Frosted Flakes® cereal created the Earn Your Stripes program in 2004 to encourage kids to eat right, work hard and take their game to the next level. Earn Your Stripes aims to inspire kids to believe in themselves, to overcome challenges, accomplish their goals and be their very best.

To learn more about Earn Your Stripes™ or how to get involved in the field renovation program, log on to

About Earn Your Stripes

Kellogg's Frosted Flakes® cereal created the Earn Your Stripes™ program in 2004 to encourage kids to eat right, work hard and take their game to the next level. Earn Your Stripes™ aims to inspire kids to believe in themselves, to overcome challenges, accomplish their goals and be their very best. As part of the Earn Your Stripes™ program, Kellogg's Frosted Flakes® is also a national sponsor of Girls on the Run, Pop Warner Little Scholars and Little League Baseball. For more information, please visit

About Kellogg Company

With 2007 sales of nearly $12 billion, Kellogg Company is the world's leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, frozen waffles, and meat alternatives. The company's brands include Kellogg's, Keebler, Pop-Tarts, Eggo, Cheez-It, Club, Nutri-Grain, Rice Krispies, Special K, All-Bran, Mini-Wheats, Morningstar Farms, Famous Amos, Ready Crust and Kashi. Kellogg products are manufactured in 19 countries and marketed in more than 180 countries around the world. For more information, visit the Kellogg Company Web site at For information on Kellogg Company's commitment to nutrition, visit

Abbreviated Contest Rules

Abbreviated Rules. No Purchase Necessary. Beginning 1/15/09 at 12:00:00 PM (ET) through 3/31/09 at 11:59:59 AM (ET) ("Promotion Period") go to and complete the online registration and nomination. Registration and nomination is free. Subject to complete Official Rules at Open only to legal residents of the forty-eight (48) contiguous United States and District of Columbia (void in AK and HI) who are 18 years of age or older. Void in AK, HI and where otherwise prohibited. Sponsor: Kellogg North America Company, One Kellogg Square, Battle Creek, MI 49016.

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SOURCE: Kellogg Company

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