KELLOGG'S PARTNERS WITH GENEVIEVE JEANSON
By Adnews Staff
Toronto-based Kellogg Canada has announced a new partnership with world cycling champion Genevieve Jeanson. The 19-year-old, who is competing in two events at the upcoming Olympic Games in Sydney, will be featured on over one million of Kellogg's Vector meal replacement boxes, appear in a national television commercial set to launch mid-September and will be featured on posters promoting the Vector brand. Jeanson will also have the Vector logo on her jersey when she competes in national and international competitions. Jacki Nelson, manager of media relations for Kellogg Canada, said Jeanson was "a really good fit for Vector," which targets active, health conscious Canadians. Jeanson will also be featured in athletic achievement activities and Nelson said in addition to Vector, Jeanson may be linked to Kellogg's Frosted Flakes brand. Advertising for Vector is done by Leo Burnett. Public relations for Kellogg Canada is handed by Media Profile, both of Toronto. Jeanson's partnership with Kellogg Canada follows last week's announcement of an 18-month sponsorship from home renovation retailer Rona Inc. of Boucherville, Quebec,