General Mills, Minneapolis, in November will put books in five million-plus boxes of Cheerios as part of its ongoing Spoonfuls of Stories promo. Specially sized, paperback versions of five Simon & Schuster titles will be packed in boxes through the holidays. Mills also will donate $500,000 to non-profit First Book, Washington, DC, to help get books to low-income families. An on-pack form lets consumers donate to First Book; funds will be channeled to local chapters closest to donors.
Reading tips and info on First Book runs on 60 million-plus cereal boxes through spring, and Cheerios boxes carry a self-liquidating offer for Cheerios Play Books and a Cheerios CD-ROM through spring. Mills supports with a 30-second TV spot breaking Nov. 11, a family literacy area on America Online launching in October, and Cheerios-sponsored story times at NASCAR races this fall. General Mills handles promotions in-house.
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