Team Kelloggs Athletes Launch Campaign to Turn Their Great Starts Into a Great Thing for kids in Need

To mark the 100 day countdown to the Sochi 2014 Olympic Winter Games, Kellogg’s® today unveiled a campaign that celebrates how Team Kellogg’s™ U.S. Olympic and Paralympic athletes and hopefuls got their start, and will help kids across the country have a great start to their day. From now through the Games, fans can go to www.kelloggs.com/teamusa to view the athletes’ inspirational beginnings through a series of Start Story videos, which follow Team Kellogg’s journeys to the Sochi Games. These web videos are part of Kellogg’s ‘Give A Great Start’ initiative to provide consumers with a chance to help give breakfast to kids in need.

Kellogg’s and Team Kellogg’s Team Up for Great Starts

Kellogg’s believes everyone deserves a great start, and that begins with breakfast. However, one in five kids goes without breakfast every day.[1] That is why Kellogg’s and Team Kellogg’s are launching the ‘Give a Great Start’ initiative:

· For each view, like, re-tweet, pin or share of the athletes’ Start Stories, or Great Start online content, Kellogg’s will donate one breakfast to a child in need

· Through the initiative, Kellogg’s goal is to provide two million breakfasts to kids across the country[2]

"From kids to athletes, Kellogg’s understands that the power of breakfast helps people get a great start to the day. That’s why, at a time when the world focuses on the finish, we’re asking them to also celebrate the start," said Noel Geoffroy, Senior Vice President, Marketing & Innovation for Kellogg’s U.S. Morning Foods. "As champions of the start and all its potential, Kellogg’s and our athletes are aiming to share two million breakfasts with children who may otherwise go without, supporting their start every day."

Team Kellogg’s Competes Online to Give Great Starts

In the spirit of competition around the Sochi Games, the Team Kellogg’s athletes will be competing to see who can generate the most breakfast shares as part of the initiative. Throughout the Games, the athletes will be encouraging people to watch their Start Story videos, and then show their support by tweeting out with an athlete’s personal ‘Give A Great Start’ hashtag. A list of hashtags as well as a synopsis of each athlete’s start story are included below.

"I look forward to some friendly competition among the Team Kellogg’s athletes as we work to share as many breakfasts as possible with children in need," said Kristi Yamaguchi, Olympic gold medalist and Team Kellogg’s co-captain. "As athletes we have quite a competitive drive, so it’s nice to be able to apply that to such an important cause and help reinforce the importance of a great start."

To learn more about Team Kellogg’s, view their Start Story videos and for more information about the ‘Give A Great Start’ program, visit Kelloggs.com/teamusa.

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