#74: Breakfast of Golf Champions
Wheaties produced another great box of cereal—and an even greater effort—when it put Arnold Palmer on the "Breakfast of Champions" in 1999 and tied his appearance to a fund-raising effort for cancer research.
From a brand known for celebrating great athletes and great efforts, the box featuring Palmer promoted a “Spoonfuls of Hope” campaign in which parent company General Mills donated money to the American Cancer Society for every card mailed in from Wheaties purchases. Palmer did a television commercial for the effort as well, pointing out that he’d faced challenges at Spyglass, Bay Hill and Pebble Beach, “But there’s one challenge I hope I never have to face again,” he offers, before asking us all, “Shouldn’t you be eating your Wheaties?”
