CHICAGO General Mills and Major League Baseball today announced a partnership in which Wheaties will be known as the "Official Breakfast Cereal of Major League Baseball."
"We are thrilled to welcome the 'Breakfast of Champions' to Major League Baseball as a national corporate sponsor," said Tim Brosnan, executive vice president, business, MLB, in a statement. "Major League Baseball and Wheaties are two premier brands with a rich tradition of collaboration that dates back more than 70 years, and this new partnership will engage a whole new generation of baseball fans and Wheaties consumers."
The two-year agreement will involve production of at least six Wheaties boxes (three per year) picturing baseball players, as well as a national ad campaign "featuring one of the greatest winning moments in baseball history," said Eric Lucas, vice president of marketing, Big G cereals.
Publicis Groupe's Saatchi & Saatchi will create the ad, which has not been shot.
The work will be the first national advertising for the brand in four years, according to the company. Minneapolis-based General Mills spent less than $1 million advertising Wheaties last year, per Nielsen Monitor-Plus.