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KELLOGG USA AND ABC-TV CONTINUE SERIES FEATURING ACTUAL STORIES OF REAL LIFE KIDS

 KELLOGG USA AND ABC-TV CONTINUE SERIES FEATURING
 ACTUAL STORIES OF REAL LIFE KIDS
 BATTLE CREEK, Mich., Sept. 22 /PRNewswire/ -- The value of good nutrition and how that helped one New York youth with his high-energy, fast-paced dancing is the focus of Kellogg USA's third installment of its weekly "All The Me I Can Be" vignette series launched Sept. 12.
 The series, which promotes positive values, education, good health and nutrition, has already achieved a weekly reach of approximately 2.2 million six to 17-year-olds. The series airs at the same time throughout the year during ABC-TV's Saturday morning program "Wild West C.O.W.-Boys of Moo Mesa" (9-9:30 a.m. EST).
 This week's vignette focuses on the talented and animated charm of Mark Thompson, an 11-year-old who strived to become a member of the urban dance troupe, Street Breeze. It wasn't until Mark integrated a well-balanced, nutritious breakfast into his daily routine that he met his goal. Now he takes center stage.
 "The strong visual nature of Street Breeze coupled with Mark's dynamic personality, reinforces something Kellogg has long supported -- good nutrition and regular exercise," said Carlos M. Gutierrez, executive vice president, sales and marketing, Kellogg USA.
 The initiative is a joint effort of Kellogg USA; its national advertising agency, Leo Burnett Co., Inc.; and the ABC Television Network.
 Kellogg USA chose to use real people instead of actors for the vignettes, believing that peers talking about true-life experiences help other kids better understand the importance of the issues addressed in the vignettes.
 In the first vignette, Dana Aversa, an environmentalist who works toward preserving our earth's resources, was featured. On Sept. 19, it was Tarsha Williams, a 16-year-old who dropped out of school only to realize that without an education, life was more difficult. She soon re-enrolled.
 As the world's leading manufacturer of ready-to-eat cereal, Kellogg has been a long-time sponsor of quality children's television. For the past 16 years, the company has produced and aired non-branded "Good Breakfast" advertising on Saturday mornings to promote healthy eating to kids.
 Kellogg Co. is located in Battle Creek, Mich.
 -0- 9/22/92
 /CONTACT: Donna Thede of Kellogg Co., 616-961-3989, or Joe Silberman of Leo Burnett 312-220-4073/ CO: Kellogg USA ST: Michigan IN: ENT SU:


PS -- NY069 -- 2249 09/22/92 14:13 EDT
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Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Sep 22, 1992
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