Slogan Week: Breakfast of Champions
Wheaties was created in 1922, as a result of an accidental spill of a wheat bran mixture onto a hot stove by a Minnesota clinician working for the Washburn Crosby Company, which became General Mills.
Not only does Wheaties have one of our favorite slogans, it also wins the longevity award. Wheaties began its association with sports in 1927, through advertising on the southern wall of minor league baseball’s Nicollet Park in Minneapolis,Minnesota. In the contract, Wheaties sponsored the radio broadcasts of the minor league baseball team, Minneapolis Millers, on radio station WCCO and Wheaties was provided with a large billboard in the park to use to introduce new slogans. The first such slogan on the new signboard was penned by Knox Reeves, of a Minneapolis advertising agency. When asked what should be placed on the sign for Wheaties, Reeves sketched a Wheaties box on a pad of paper, thought for a moment, and wrote “Wheaties-The Breakfast of Champions”.
Through the ’30’s, Wheaties continued to sponsor baseball broadcasts with nearly one hundred stations carrying a Wheaties sponsored broadcast by the end of the decade. Click here for a list of athletes that appeared on the Wheaties box.
Why does it work?
Wheaties found a gimmick and stuck with it. For almost a hundred years now.
Is it accurate?
Well, maybe not, but considering all the athlete support they have had over the years, I think we can give them the benefit of the doubt.