General Mills 'Kids Rule Dinner' Promotion Puts Kids in the Kitchen

Business Wire, April 28, 2000

Business Editors

BOSTON--(BUSINESS WIRE)--April 28, 2000

Chancellor Marketing Group teams Shaw's Supermarkets and

General Mills in family-oriented promotion

Chancellor Marketing Group announces the launch of "Kids Rule Dinner."

This General Mills promotion teams the leading food manufacturer with Shaw's Supermarkets to encourage kids to cook dinner for their family using General Mills products. "Kids Rule Dinner" is the third in a series of family-oriented sales promotions from General Mills this year. Starting April 30th, it runs through May 13, 2000.

The promotional series, developed by the Boston office of Chancellor Marketing Group, teams General Mills with Shaw's Supermarkets in six New England states. The first two promotions offered families the opportunity to save money for their schools and households by purchasing selected General Mills products. The "Kids Rule Dinner" promotion allows children to take charge of dinner, tapping into their creativity as they prepare a meal for their family using participating General Mills products. The grand prize for winners is a TV appearance with their recipe on the popular New England cable TV program, The Phantom Gourmet with Billy Costa.

Consumers enter by purchasing any combination of four General Mills products selected for the promotion and writing a 100 word essay outlining why "Kids Rule Dinner" in their household. The essays should explain what they prepared and why they enjoy cooking for their family. All entrants receive a "Kids Rule Dinner" T-shirt by mail and the chance to be a guest on NECN's (formerly New England Cable News) TV show, The Phantom Gourmet with Billy Costa.

Three winners will be selected in each of three age categories (5-8 years, 9-13 years and 14-18 years). Winners will appear to present their recipes on the NECN Phantom Gourmet TV show on June 17, 2000. This popular show has become New England's best source for restaurant reviews since it started seven years ago. Two additional winners will be selected in each age group; their recipes and essays will be posted on The Phantom Gourmet website.

The "Kids Rule Dinner" promotion is exclusive to Shaw's Supermarkets and Star Market. In-store displays in stores throughout Maine, Massachusetts, New Hampshire, Rhode Island and Connecticut will alert consumers to the promotion and provide entry details.

Chancellor Marketing Group has created a number of account-specific promotions for General Mills and Shaw's Supermarkets. With 14 offices in major cities around the country, Chancellor Marketing Group is a division of AMFM Inc. (NYSE: AFM), the nation's largest radio broadcaster. Recognized for its expertise in sales promotion, account specific marketing, event marketing, ethnic, sports and cause marketing, Chancellor Marketing Group has experienced tremendous growth since its acquisition by Chancellor Media (now AMFM Inc.) in 1998 and was listed as no. 13 in the 1999 Top 100 ranking by PROMO magazine, a leading promotional trade publication.

Accounts include American Express, Kmart, General Motors, DuPont, Sprint PCS, Chi-Chi's, Barnes & Noble, Pennzoil, Safeway, Procter & Gamble, Cotton, Inc., TV Guide and First Alert.

AMFM Inc. consists of the AMFM Radio Group, including the AMFM Radio Networks and the Chancellor Marketing Group, Broadcast Architecture, Inc. 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. Broadcast Architecture is a wholly-owned subsidiary of AMFM and provides research, consulting and programming services domestically and internationally. 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.