Shaw's Supermarkets Creates 'Cheerios Treasure Adventure'.

Business Editors

RICHMOND, Va. and MINNEAPOLIS--(BUSINESS WIRE)--Jan. 19, 2000

Chancellor Marketing Group Builds on

Cheerios Millennium Coin Promotion

General Mills has teamed with the U.S. Mint for a national pre-release of ten million newly minted Millennium Pennies.

These first Lincoln cents, stamped with the year 2000, will be distributed inside every box of all six varieties of Cheerios. Because the in-pack premium promotion arrives on store shelves in January, well before the general circulation of these coins starts in February, General Mills expects the promotion to create a lot of excitement at retail.

In addition to the penny, every 2,000th participating box in the Cheerios line will box include one of the anxiously awaited Golden Dollars - the gold-colored, one-dollar coin that features the image of the Native American heroine, Sacagewea. Every 4,400th Cheerios box will carry a special certificate valued at $100 and redeemable for one hundred Golden Dollars.

Shaw's Supermarkets will add a promotional overlay to heighten awareness of the collectible coins in Cheerios boxes. From January 24thth until February 10th, Shaw's will hold the Cheerios Treasure Adventure in 25 selected locations in the Boston and Hartford areas. Consumers will be entertained at the participating Shaw's stores during two-hour events, hosted by leading radio stations, WXKS-FM (KISS 108) in Boston and WTIC in Hartford. These stations will promote the Cheerio Treasure Adventure and store events with high impact media campaigns.

At these special events, shoppers will have a chance to win added prizes from the "Cheerios Treasure Chest." They'll be able to win special edition coin sets, CDs, movie passes, T-shirts and General Mills Breakfast Babies. The consumer at each participating Shaw's location, who picks the Millennium Gold Dollar coin from the treasure chest, wins a $200 gift certificate from the supermarket chain.

The Cheerios Treasure Adventure promotion for Shaw's Supermarkets was concepted and executed by the national sales promotion agency, Chancellor Marketing Group. A full-service promotion firm, Chancellor Marketing Group develops and executes integrated sales promotions through its network of offices in major cities around the country.

During 1999, Chancellor Marketing Group created promotions for General Motors, Barnesandnoble.com, Liz Claiborne, DuPont, Edy's Ice Cream, Chi-Chi's restaurant chain, Ford Motor Company, Procter & Gamble, Budget Gourmet and TV Guide and others.

The firm is the sales promotion arm of AMFM Inc., (NYSE: AFM), the country's largest radio broadcaster. AMFM Inc. consists of the AMFM Radio Group, including the AMFM Radio Networks and the Chancellor Marketing Group, and the AMFM New Media Group, including Katz Media and AMFM's Internet operations. Reflecting announced transactions, AMFM Radio Group with over 440 stations in 100 markets reaches a weekly listener base of approximately 64 million people. The AMFM Radio Networks offers syndicated programming nationwide. Chancellor Marketing Group is a full-service sales promotion firm developing integrated marketing programs for Fortune 1000 companies. AMFM's Katz Media is the only full-service media representation firm in the United States serving multiple types of electronic media. AMFM's Internet operations focus on developing AMFM's e-commerce web sites, streaming online broadcasts of AMFM's on-air programming and other media, and promoting emerging Internet and new media concerns.