Kellog Canada, Dairy Farmers of Canada begin bicycle promotion
By Adnews Staff
Kellogg Canada and Dairy Farmers of Canada have begun a joint promotion intended to encourage families to go bicycling together. During the initiative, called the “Kidz Count Cyclometre Program,” cyclometres will be included in 1.8 million specially-marked boxes of Kellogg’s cereal. Participating cereal brands include Rice Krispies, Frosted Flakes, Froot Loops, and Mini-Wheats. Children will be invited to use these devices to track the bicycle mileage they accumulate and to submit the figures to a website located at <http://www.kidzcount.ca>. The site also includes virtual tours of five Canadian bicycle trails. For each 30 kilometres cycled, a participant will receive an entry into a draw for a family trip to one of these trails. “Our mission is to encourage families to build physical activity into their daily routine and to make a commitment to active, healthy living,” said Johanne Trudeau, director of nutrition at Kellogg Canada. “Cycling is a great way for families to get active together. By combining healthy eating and active living, families are on the trail to a healthier lifestyle.” Public relations are being handled by Apex Public Relations of Toronto.