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?”

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