GENERAL MILLS HEADS FOR THE SLOPES
By Adnews Staff
General Mills Canada Inc. of Toronto is heading for the slopes. The company's Fruit by the Foot brand is the title sponsor of this year's first Canadian Junior National Snowboarding Championships. Top Canadian amateur junior snowboarders from each province will be competing for the Fruit by the foot 'Highest Air' award. The event, which began yesterday and runs until Sunday in Nakiska, Alberta, draws the interest of both children and tweens, which matches the target audience of General Mill's Fruit by the Foot. The sponsorship includes presence on all event signage and materials and participation in the awards presentation. Posters and signage for the event was created by Corvision of Richmond Hill, Ontario. PR for General Mills is handled by Strategic Objectives of Toronto.