Wheaties Enlists Tiger Woods for Golf Tourney Promo

General Mills has enlisted Tiger Woods and Golf Digest for a promotion to be packaged with 1 million boxes of Wheaties next month.

A 22-page booklet called The Making of a Champion, along with dozens of Woods photos, will be shrink-wrapped to the cereal boxes. In the booklet, Woods will describe the “key people and events that have helped shape my philosophy of continually striving to be the best I can be—not only in golf but in every aspect of life.”

Back panels of the boxes include a coupon for two issues of Golf Digest and promote a year-long contest for a trip to the U.S. Open in June.

The lead ad agency for Wheaties is DDB Chicago.