Frosted Flakes kicks off national field renovation project with Super Bowl ad

Super Bowl Sunday included a "super" new advertisement from Kellogg - did you see it?

Tony the Tiger, of course, stars in the Kellogg's Frosted Flakes commercial that aired during Sunday's telecast of Super Bowl XLIII.

Even if you're not a football fan or don't normally get caught up in all the hoopla surrounding the big game, this year's Super Bowl commercial from Kellogg is a winner.

Did you know? Launched in 2004, our ongoing Earn Your Stripes campaign seeks to help parents raise healthy children by encouraging youth - primarily kids ages 8-12 - to get physically fit by eating right and staying active. Tips and tools help boost kids' confidence and motivate them to succeed.

Entitled "Plant a Seed," the ad announced a year-long field renovation initiative being spearheaded by our Frosted Flakes brand's Earn Your Stripes program. Viewers were encouraged to visit FrostedFlakes.com and nominate an outdoor playing field in their community for a makeover.

Eligible facilities include youth football, baseball, softball, T-ball, soccer, field hockey and lacrosse fields, as well as running tracks and basketball courts.

"We plan to renovate 50 fields across the U.S. this year, and the Super Bowl ad will help us reach millions of families with this call to action," says AnneMarie Suarez-Davis, Director, Kids Ready-to-Eat Cereals, U.S. Morning Foods. "We hope that this initiative will provide children with the opportunity to stay active and be their very best by giving them better places to play."

Focusing on the role we all play in building stronger communities and making a difference in kids' lives, the commercial stresses that before anyone can earn a single stripe, someone has to plant a seed and help give kids places to realize their promise and potential.

"Eighty percent of moms watch the Super Bowl, and 60 percent say that they watch for the ads alone," AnneMarie notes. "The Super Bowl provides a unique opportunity to launch the Kellogg's Frosted Flakes field renovation program to millions of families and encourage them to make a difference in their communities by nominating their local fields."

Pre-game warmup

The Frosted Flakes brand team didn't wait until Sunday to kick off the festivities. The week before the big event, it enlisted the help of New Orleans Saints quarterback Drew Brees to unveil the program's first fully renovated field, located in Tampa's Lincoln Gardens Park.

Work on the field was completed in just 43 hours. The facility was chosen because it is one of the only youth football fields in the city and renovating it provides a better place for countless Tampa-area kids to stay active, build confidence and learn new skills - which, of course, is what Earn Your Stripes is all about.

"Frosted Flakes' field makeover program and the first field renovation in Tampa are great examples of what we can do to help encourage our kids to be active and stay healthy," Brees says. "It just takes a few minutes for parents to go online to FrostedFlakes.com , nominate a field and make a difference in kids' lives."

Tampa Mayor Pam Iorio officially proclaimed Monday, January 26 as "Earn Your Stripes Day" to show her support of our field renovation program.

New Orleans Saints quarterback Drew Brees cuts the ribbon at the newly renovated Lincoln Gardens Park football field. Also pictured are, at left, Karen Palus, the city of Tampa's Parks and Recreation Director, and at right, AnneMarie Suarez-Davis, Director, Kids Ready-to-Eat Cereals, U.S. Morning Foods.