MINNEAPOLIS–(BUSINESS WIRE)–Wheaties FUEL® is partnering with web sensation, DJ Steve Porter of Porterhouse Media, to produce a series of remix videos to mix up the way people think about Wheaties FUEL. DJ Porter, a consistently top-ranked disc jockey whose music video remixes have become online viral video sensations with millions of views accumulated, takes consumers inside the original co-creation process featuring Wheaties FUEL athlete partners – Peyton Manning, Kevin Garnett, Albert Pujols, Bryan Clay and Hunter Kemper – talking about their admiration for the cereal.
“The launch of this webisode series and the upcoming Facebook application provides a fun platform for us to further connect with our consumers as we continue the discussion about the benefits of our cereal.”
The video will post to the Wheaties FUEL Facebook (http://www.facebook.com/Wheaties) and YouTube sites (http://www.YouTube.com/OfficialWheaties) and will launch as a 15-second television spot beginning this week for eight consecutive weeks in Detroit, Salt Lake City, Louisville and Toledo. New York-based agency Saatchi & Saatchi partnered with the Wheaties FUEL team to develop the concept and support the campaign.
“We partnered with DJ Steve Porter because we knew he’d add his touch to bring to life our athletes’ involvement in co-creating Wheaties FUEL in a fresh and unique way,” said Betsy Frost, Wheaties marketing manager. “The launch of this webisode series and the upcoming Facebook application provides a fun platform for us to further connect with our consumers as we continue the discussion about the benefits of our cereal.”
Following the initial video launch, a second remixed video by DJ Steve Porter will debut along with the roll out of a Facebook application in June 2011 that will feature a tool for consumers to create their own mashups online. A third video will post to the Wheaties FUEL Facebook and YouTube pages in late June/early July.
Wheaties FUEL was specifically designed to fuel performance and taste great. Wheaties FUEL was developed in 2009 with the help of Peyton Manning, triathlete Hunter Kemper, Kevin Garnett, gold medal-winning decathlete Bryan Clay, Albert Pujols and sports nutritionist Dr. John Ivy. After a year-long development process, the result is a delicious honey cinnamon crunch that helps meet the nutritional needs of today’s champion athletes. Wheaties FUEL delivers a blend of simple and complex carbs and B-vitamins to help your body release energy from food, as well as being an excellent source of fiber to help you feel full.
Born out of a fortunate mistake in 1924, original Wheaties was created when a health clinician accidentally spilled a wheat bran mixture onto a hot stove. The result was tasty, crispy wheat flakes that became known as Washburn’s Gold Medal Whole Wheat Flakes. A year later, the cumbersome name was shortened to Wheaties. Baseball legend Lou Gehrig was the first athlete featured on a Wheaties Box, when he appeared on the back cover in 1934. In 1958, American champion pole-vaulter Bob Richards was the first person to appear on the front of the package, jumpstarting the phenomenon of “being on the Wheaties box,” which has since been graced by some of the greatest athletes of all time, including Bruce Jenner, Walter Payton, Mary Lou Retton, and many others. To view a complete timeline of Wheaties Champions, visit www.wheaties.com.
The Breakfast of Champions® and Wheaties® are registered trademarks of General Mills
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