HOT SPOT: CHEX: GENERAL MILLS BOOSTS NEW BRAND

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Set against a catchy jingle, the shape of Chex cereal plays a big role in the first ads for the brand under new owner General Mills. Bought from Ralcorp in February, the brand has been only minimally supported in recent years until this effort that breaks today from Campbell Mithun Esty, Minneapolis. "Chex marks the spot" is the theme of the TV campaign.
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