Unsung Heroes

Prepared Foods, Feb, 2002

New box designs for Wheaties typically recognize an athlete that recently set a record, won a title or brought home a gold medal. New Wheaties Energy Crunch, however, will take a different slant, honoring athletes largely unknown to most of America.

Touting the new cereal as "The Breakfast of Everyday Champions, "General Mills says the boxes will honor individuals "every bit the champion as the more recognized Wheaties athletes such as Michael Jordan, Mary Lou Retton or Tiger Woods." The new boxes culminate a nationwide grass-roots campaign designed to honor everyday champions from around the country and allow six athletes the opportunity to appear on the packaging.

Candidates either nominated themselves or were nominated by others with an essay of up to 300 words describing how the nominee is an everyday champion. Wheaties judged the entries based on the essay's originality and on how the individual "demonstrates a balanced life while achieving compelling athletic accomplishments and outstanding volunteer service."