Breakfast With The Ford Mustang, THEY'RE GR-R-REAT Page 2

Press Release: 

Customers are saying “They’re gr-r-reat!” to Ford’s best lineup of vehicles ever, including the Ford Mustang, Edge and F-150 that are about to hit breakfast tables nationwide as part of a promotion with Kellogg’s ®, Hot Wheels ® and Target ® stores beginning Labor Day Weekend. Hot shots of these vehicles will grace more than one million packages of Kellogg’s ® most popular cereals – including Tony the Tiger’s world-famous Kellogg’s Frosted Flakes ® – that will be sold exclusively at Target stores. Ford also will give away one of each vehicle in a contest involving Hot Wheels collector cards, available in the specially-marked boxes.

“Ford’s iconic Mustang and F-150 are being joined by hot new entries such as the Edge and turning customers’ heads with great designs, safety, quality and innovation,” said Killol Bhuta, Sports Car marketing manager. “The goal of this unique promotion is to get more customers to test drive these great vehicles because once they do, they more likely will drive away in a Ford.”

The new promotion builds on the success of a similar contest with the Ford Fusion in summer 2007 as the legendary Mustang and F-150 are expected to stir more interest in collecting the boxes and vehicle cards. Like the Fusion last year, the Edge is as an all-new entry that Ford is targeting directly at young families who drive the cereal business.

Play Your Cards Right

To win, consumers must purchase special, Ford-marked boxes of Kellogg’s Froot Loops ®, Apple Jacks ®, Frosted Flakes ®, Cocoa Krispies ®, Corn Pops ® or the newest Kellogg’s cereal, Hot Wheels ®. Inside each box is a Hot Wheels collector card with a picture of one of the vehicles.

The F-150 will be awarded to the person who collects one each of the red, black and silver Ford F-150 cards. The Ford Edge winner will be the one who collects one each of the red, blue and rust Edge cards, and the Mustang will go to the person who turns in the red, silver and orange Mustang cards. While some of the cards are numerous, others are rare.

The promotion, which begins in September, is exclusive to Target stores and will be supported by weekly print ads and in-store advertising. The boxes also contain a Target coupon for a free Ford-model Hot Wheels basic car.

“We see this as a win-win promotion for all of our partners; Ford, Hot Wheels and Target,” said Mark Rose, Kellogg customer marketing associate director. “It drives traffic to Target stores for Kellogg’s cereals and exposes consumers not only to Hot Wheels but to the latest Ford products as well.”

Cereal Is Big Business

Americans spend more than $7.5 billion a year on cereal. It’s the third most popular item sold in grocery stores after soft drinks and milk.

Since it was introduced in the early 1900s, the cereal package has been used as an alternative form of marketing. Kellogg’s estimates the cereal box is read an average of five times in a typical household. And it’s not just part of a morning ritual for kids.

“Breakfast cereal is more popular than it’s ever been, and it’s way outside the grade school kid-market,” said David Hoffman, author of the book “The Breakfast Cereal Gourmet,” a history of some of our favorite cereals.

“Twenty and 30-somethings also eat cereals like Froot Loops, Frosted Flakes and Cocoa Krispies,” he added. “It’s a throwback to Saturday mornings in front of the television. It has a huge comfort factor.”