Kellogg Co. is promoting its association with the National Basketball Association with cereal package pictures of Detroit Pistons' player Grant Hill and the Houston Comets' Sheryl Swoopes, who will also make public appearances on behalf of the cereals. The company will also mobilize a promotional van called the Sports Cruiser that offers visitors a chance to play interactive basketball. A national tour begins Feb. 6 in New York. Kellogg said it will also introduce a limited edition Pop Tart with basketball "crunchlets" on the top as well as promote a reading/writing scholarship contest called "Read to Win." The promotion was created in-house.
Copyright January 1998, Crain Communications Inc.