A Rather Humble Beginning

The popular cereal flake in the orange box was born association began with a sign on the left field wall at old when a Minneapolis health clinician accidentally spilled Nicollet Park in south Minneapolis in 1933. General Mills’ some wheat bran mixture on a hot stove, creating tasty broadcast deal with the minor league Minneapolis wheat flakes. The idea for whole-grain cereal flakes was Millers on radio station WCCO included the large brought to the attention of the head miller at the signboard that Wheaties would use to introduce its new Washburn Crosby Company (General Mills’ predecessor), advertising slogan. The late Knox Reeves (of the George Cormack, who perfected the process for Minneapolis-based advertising agency that bore his producing the flakes. In November 1924, the ready-to-eat name) was asked what should be printed on the cereal known as Washburn’s Gold Medal Whole Wheat signboard for his client. He took out a pad and pencil, it is Flakes during its development was ready for the market. said, sketched a Wheaties package, thought for a minute, The cumbersome name was shortened to “Wheaties” as and then printed “Wheaties - The Breakfast of Champions.” the result of an employee contest won by Jane From that modest beginning, Wheaties’ storied sports Bausman, the wife of a company executive. Wheaties’ heritage has gone on to embrace many of the greatest first venture into the world of sports was the sponsorship athletes of all time. of minor league baseball broadcasts. The brand’s sports

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Wheaties baseball broadcasts continued to be immensely Two months after that 1939 All-Star Game, Wheaties popular throughout the 1930s. From one station they sponsored the first televised commercial sports broacast expanded to 95, spreading to teams and cities throughout when, on August 29, NBC presented a game between the country. Athlete testimonials were a key part of the the Cincinnati Reds and the Brooklyn Dodgers for some “Breakfast of Champions” broadcast package. Among 500 owners of television sets in New York City. The late the baseball stars endorsing the cereal through the years Red Barber handled the play-by-play for the inaugural were: Babe Ruth, Joe DiMaggio, Lefty Grove, Carl baseball broadcast. Carl Hubbell: 1938 Hubbell, Joe Cronin, Jimmie Foxx, Mel Ott, Eddie Stanky, Baseball Bob Feller, Ted Williams, Hank Greenberg, Stan Musial, Wheaties broadcasts also led to the film career of Ronald Lou Boudreau, Phil Rizzuto, Jackie Robinson, Hal “Dutch” Reagan, a sportscaster from Des Moines, Iowa, Newhouser, Roy Campanella, Pee Wee Reese, Warren who made play-by-play re-creations of Chicago Cubs Spahn, Yogi Berra, Mickey Mantle and Johnny Bench. In games using telegraph reports. In 1937, Reagan was voted fact, Wheaties had such a strong presence that 46 of the the most popular Wheaties announcer in the country and 51 players selected for the 1939 Major League All-Star was awarded a trip to the Cubs’ spring training camp in Game endorsed Wheaties at the time. California. While there, he took a Warner Brothers screen test and subsequently became a popular film star. He later went into politics and became the 40th president of the United States.

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Wheaties’ popularity boomed during the 1930s, and the Testimonials came not only from well-known athletes, cereal became synonymous with all parts of the sports but also from baseball managers, trainers, broadcasters, world. Testimonials by great athletes such as Babe Ruth, football coaches, circus stars, champion livestock

Jack Dempsey and Johnny Weismuller made Americans breeders, a champion railroad engineer, a horseman, a Bob Feller: 1938 as aware of a product as they had ever been. So close big-game hunter, auto racing drivers, an airline pilot, a Baseball was the tie between the cereal and sports that former jockey, a female speedboat driver, an explorer, a rodeo heavyweight champion Max Baer and baseball great rider, and even parachute jumpers. Lou Gehrig both inadvertently announced that they were An unsolicited testimonial came in 1950 when a Wheaties eaters on radio programs sponsored by 22-year-old man from Trenton, N.J., hoisted a competing cereals. Other Wheaties endorsers included 2,700-pound elephant and its trainer on his back while Red Grange, Bronko Nagurski, Otto Graham, Babe 3,000 people watched. According to The Modern Didrikson, Patty Berg, Sam Snead, Ben Hogan, and Millwheel, a General Mills employee publication, he was George Mikan. not paid for his statement that “I guess there’s only one thing I eat every day-Wheaties.”

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The advent of television and the increasing costs of radio Finally, on the basis of consumer research and marketing Hank Greenberg: 1947 play-by-play sponsorships (Wheaties was gradually forced statistics, the company made a crucial decision: Baseball to share these sponsorships with other non-competing abandon sports and go after the children’s cereal products) were omens of things to come for the brand’s market-a heavy per capita consumption group. In place future. In the late 1940s, unable to continue sponsoring of athletes, Wheaties began associating itself with the play-by-play sports telecasts because of tremendous Lone Ranger and the Mickey Mouse Club. More programming costs, Wheaties turned to athlete youngsters began eating Wheaties, but not enough to testimonials in commercials as a less expensive substitute. offset the decline in adult consumption. Sales dropped But the testimonial, which had been so effective on radio, more than 10 percent in one year. lost a great deal of its appeal on television. With Wheaties’ sales holding their own in the 1950s, General Mills officials were generally uneasy about the product’s future.

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During the mid-1950s, despite Wheaties’ new U.S. Junior Chamber of Commerce, and the President’s association with the children’s cereal market, many still Council on Youth Fitness to promote sports and athletic thought of the cereal as the “Breakfast of Champions.” participation throughout the country. The federation So, by 1958, Wheaties returned to its roots-sports. produced a large number of instructional and educational films, which were made available free to the public. It Bobby Layne: 1956 Football Three major strategies were implemented. First, a engaged in direct financial support of such activities as spokesperson was sought to present the Wheaties story Olympic educational programs and the Jaycee Junior and promote sports and physical fitness. From more Champ track and field competition. than 500 candidates, the nod went to two-time pole vault champion Bob Richards, a well-known crusader for Over the years, Wheaties’ philosophy has been to fitness. Second, Wheaties went back into sports promote physical fitness rather than simply appealing television, pioneering in several areas, including to sports fans. Sports such as swimming, skiing, tennis sponsorship of pre- and post-game shows. Third, the and golf have been prominent on packages. Wheaties Wheaties Sports Federation was established. This believed, in fact, believes, that good health comes from organization, with Richards as director, worked closely proper nutrition and physical fitness. with such groups as the U.S. Olympic Committee, the

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Over the years, Wheaties has recognized the outstaning Bob Richards athletic achievements of several hundred amateur and A two-time gold medalist in the pole vault, Richards professional athletes on “The Breakfast of Champions®” was named the first Wheaties spokesperson in 1958. package. Of all these championship athletes, only six have Richards was a well-known crusader for fitness, and as Bruce Jenner: 1977 been chosen as official Wheaties spokespersons for the the first director of the Wheaties Sports Federation, he Track & Field cereal. These six athletes are more than just promoted physical fitness and athletic participation to champions in their sport; they also are inspirational role the youth of America. models and champions in their community through their charitable endeavors. Bruce Jenner A gold medalist in the decathlon, Jenner was named a Whether it is their never-ending leadership in charitable Wheaties spokesperson in 1977. For his tireless efforts to causes or the time and effort they put into helping America’s promote physical fitness, Jenner also was named the youth, these six athletes have demonstrated what it takes to second director of the Wheaties Sports Federation. be a true Wheaties Champion. Today, Jenner continues to promote physical fitness and is a loyal supporter of numerous charitable organizations.

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© 2010 General Mills, Inc. All Rights Reserved. Mary Lou Retton became the second woman to serve as a Wheaties Gymnast Mary Lou Retton captured the hearts of spokesperson. Evert championed numerous causes for America with her gold medal performance and became children and formed Chris Evert Charities, Inc., a the first female Wheaties spokesperson later that year. nonprofit organization designed to help improve the lives Today, Retton continues to touch the lives of millions with of children, preserve and strengthen families, and her charitable work and as the national chairperson of the promote healthy, drug-free lifestyles. Children’s Miracle Network. Michael Jordan In 1988, basketball superstar Michael Jordan, holder of six Walter Payton NBA championship rings, five regular-season MVP awards Football legend Walter Payton was named an official and six NBA finals MVP crowns, was named a Wheaties Wheaties spokesperson in 1986. Payton established the spokesperson. A legend on the court, Jordan’s efforts off The Walter Payton Foundation in 1988 to provide support the court are legendary as well. Jordan has supported for children’s educational programs, as well as programs numerous charitable organizations including the Boys & assisting abused or neglected children. Although he has Girls Clubs of America, UNCF (United Negro College Fund) passed away, The Walter Payton Foundation continues to and the Ronald McDonald House. help thousands of children every year.

Chris Evert In 1987, tennis superstar Chris Evert, winner of 157 women’s singles titles, including 18 Grand Slam events,

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• The first athlete to appear on a Wheaties box – • The first athlete to appear on the front of a Wheaies box the back of the package – was baseball great Lou was decathlon gold medallist Bob Richards in 1958. Gehrig in 1934. • The first woman to appear on the front of a Wheaties • The 1987 World Champion Minnesota Twins were box was gold medal gymnast Mary Lou Retton in 1984. the first team to appear on the package. • The first race car driver to appear on the front of a • The first non-orange Wheaties box was released in Wheaties box was Dale Earnhardt in 1997. 1992. The red and black package honored the NBA • The first football player to appear on the front of a Champion Chicago Bulls. Wheaties box was Walter Payton in 1986. • In 1934, Aviator Elinor Smith became the first female • The 1991 Stanley Cup Champion Pittsburgh to appear on the back of the Wheaties box. Penguins were the first hockey team to appear on • Babe Didrikson became the first female athlete the Wheaties package. to appear on the Wheaties box – the back of the • Lee Trevino became the first golfer to appear on the package – in 1935. front of a Wheaties box in 1969. • In 1926, Wheaties pioneered the singing radio • Michael Jordan has appeared on the Wheaties box commercial with “Have You Tried Wheaties?” more than any other athlete – 18 times, including • Wheaties sponsored the first televised commercial appearances with the NBA champion Chicago Bulls in sports broadcast when, on August 29, 1939, NBC 1991, 1993 and 1995. presented a baseball game between the Cincinnati Reds and the Brooklyn Dodgers for some 500 owners of television sets in New York City.

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2009 - 2000 Tony Gwynn University of Michigan University of Texas Baseball: 2007 Football: 2006 Football: 2006

Los Angeles Lakers San Antonio Spurs University of Notre Dame Texas Western College Basketball: 2009 Basketball: 2007 Football: 2006 Basketball: 2005

Hunter Kemper Hunter Kemper University of Texas Chicago White Sox Triathlon: 2009 Triathlon: 2007 Football: 2006 Baseball: 2005

Willis Reed Florida Gators Texas A&M University Sacramento Monarchs Basketball: 2009 Men’s Basketball: 2007 Football: 2006 Basketball: 2005

Detroit Shock Bill Russell Doug Flutie Roberto Clemente Basketball: 2008 Basketball: 2007 Football: 2006 Baseball: 2005

Nastia Liukin University of Kentucky Miami Heat Kirk Gibson Gymnastics: 2008 Men’s Basketball: 2007 Basketball: 2006 Baseball: 2005

Bryan Clay University of North Carolina Alex Rodriguez San Antonio Spurs Decathlon: 2008 Men’s Basketball: 2007 Baseball: 2006 Basketball: 2005

Boston Celtics University of Tennessee Steve Nash Albert Pujols Basketball: 2008 Lady Vols Basketball: 2007 Basketball: 2006 Baseball: 2005

Jarrod Shoemaker St. Louis Cardinals Joey Cheek Shaquille O’Neal Triathlon: 2008 Baseball: 2006 Long Track Speedskating: 2006 Basketball: 2005

Boston Red Sox Detroit Shock Apolo Anton Ohno Tim Duncan Baseball: 2007 Basketball: 2006 Short Track Speedskating: 2006 Basketball: 2005

Phoenix Mercury University of Georgia Julius “Dr. J” Erving Peyton Manning Basketball: 2007 Football: 2006 Basketball: 2006 Football: 2004

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Boston Red Sox Darrell Waltrip Pete Sampras Denver Broncos Baseball: 2004 Auto Racing: 2003 Tennis: 2000 Football: 1998

Pedro Martinez Wayne Gretzky Walter Payton U.S. Gold Medal Team Baseball: 2004 Hockey: 2003 Football: 2000 Women’s Hockey: 1998

Michael Phelps Jesse Owens St. Louis Rams Richard Petty Swimming: 2004 Track & Field: 2003 Football: 2000 Auto Racing: 1998

Carly Patterson Emmitt Smith U.S. Gold Medal Team 1999 - 1990 Gymnastics: 2004 Football: 2002 Men’s Hockey: 1997

Carl Lewis Ozzie Smith Arnold Palmer Franco Harris Track & Field: 2004 Baseball: 2002 Golf: 1999 Football: 1997

Jackie Joyner-Kersee Cael Sanderson Lance Armstrong Arthur Ashe Track & Field: 2004 Wrestling: 2002 Cycling: 1999 Tennis: 1997

Detroit Pistons Hank Aaron Joe Torre Roger Staubach Basketball: 2004 Baseball: 2002 Baseball: 1999 Football: 1996

Andre Agassi Sarah Hughes Mia Hamm Tom Dolan Tennis: 2004 Figure Skating: 2002 Women’s Soccer: 1999 Swimming: 1996

David Robinson New England Patriots Brandi Chastain Amy Van Dyken Basketball: 2004 Football: 2002 Women’s Soccer: 1999 Swimming: 1996

Kevin Garnett Jim Thorpe Barry Sanders Dan O’Brien Basketball: 2003 American Athlete: 2001 Football: 1999 Track & Field: 1996

Joe Paterno Cal Ripken Jr. Muhammad Ali Michael Johnson Coaching Great: 2003 Baseball: 2001 Boxing: 1999 Track: 1996

San Antonio Spurs Dave Winfield/ Kirby Puckett Brett Favre U.S. Gold Medal Team Basketball: 2003 Baseball: 2001 Football: 1998 Women’s Gymnastics: 1996

Tampa Bay Buccaneers Althea Gibson Arizona Diamondbacks Steve Young Football: 2003 Tennis: 2001 Baseball: 1998 Football: 1996

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Dale Earnhardt Walter Payton Bart Starr George Kell Auto Racing: 1996 Football: 1986 Football: 1964 Baseball: 1951

Jackie Robinson Mary Lou Retton 1959 - 1939 Otto Graham Baseball: 1996 Gymnastics: 1984 Football: 1951

Cal Ripken Jr. 1979 - 1970 Esther Williams Tom Fears Baseball: 1995 Swimming: 1959 Football: 1951

Dan Marino Bruce Jenner Duke Snider Hank Greenberg Football: 1995 Track & Field: 1977 Baseball: 1956 Baseball: 1947

John Elway 1969 - 1960 Bobby Layne Johnny Mize Football: 1993 Football: 1956 Baseball: 1939

Barry Sanders Bob Richards Bob Cousy Leo Durocher Football: 1992 Track & Field: 1969 Basketball: 1956 Baseball: 1939

Babe Ruth Tom Matte Bob Waterfield Baseball: 1992 Football: 1968 Football: 1952

Bobby Richardson Preacher Roe 1989 - 1980 Baseball: 1967 Baseball: 1952

Jim Palmer Tim McCarver Glenn Davis Baseball: 1989 Baseball: 1967 Football: 1952

Johnny Bench Joe Horlen Roy Campanella Baseball: 1989 Baseball: 1967 Baseball: 1952

Steve Largent Raymond Berry Ralph Kiner Football: 1988 Football: 1967 Baseball: 1951

Michael Jordan Lt. Billy Mills Johnny Lujack Basketball: 1988 Track: 1966 Football: 1951

Chris Evert Tom Tresh Bob Lemon Tennis: 1987 Baseball: 1964 Baseball: 1951

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