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June 22, 2005
General Mills launches "Choose Breakfast" campaign

General Mills has announced today the launch of a new television "nonbranded" campaign targeting children.
The initiative is called "Choose Breakfast" and has the goal to promote healthy breakfast with cereals. The campaign was created by Saatchi & Saatchi New York, and will run for a full year reaching more than 80 percent of children nationwide. A dedicated website is also part of the effort, featuring content designed to engage kids on the benefits of eating breakfast.

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