Kellogg features Angler of the Year on cereal boxes
Land O’Lakes Angler of the Year Jay Yelas pictured on Kellogg’s Corn Flakes
MINNEAPOLIS – 2002 Angler of the Year, Jay Yelas of Tyler, Texas, joins the ranks of sports icons as he graces the cover of Kellogg’s Corn Flakes®. Yelas secured his place in fishing history and on the breakfast table of Americans across the country during the $1.05 million Forrest Wood Open presented by Kellogg’s (NYSE: K) on June 22. The limited edition cereal boxes will be available exclusively at Wal-Mart Supercenters across the country starting in October.
Kellogg continues to build brand loyalty among the 55 million Americans participating in the growing, family-friendly sport and is proud of its affiliation with the 2002 Kellogg FLW team, comprised of Clark Wendlandt, Jim Tutt, Alvin Shaw, Steve Daniel and Marty Fourkiller.
“Kellogg is pleased to feature a person who exemplifies the importance of excellence, integrity and family on our cereal box,” said Jenny Enochson, Kellogg Company’s director of marketing communication. “Placing FLW’s Angler of the Year (AOY) on our cereal boxes is a great way to thank our customers for their support and the perfect avenue for Kellogg to continue building brand loyalty.”
Irwin Jacobs, FLW Outdoors chairman, said: “Featuring pro anglers like Jay Yelas, Clark Wendlandt and Jim Tutt on the Kellogg’s Corn Flakes® box is a great example of how FLW Outdoors, Kellogg and Wal-Mart are working together with the country’s top anglers to take professional fishing to the masses. It is exactly the type of cross-merchandising the sport needs to continue its phenomenal growth. Thanks to this box, people are going to start their day reading about some of the brightest stars in professional fishing. When that happens, everyone wins.”
Yelas joins an elite group of anglers who have been featured on Kellogg’s® cereal boxes. In 1999, the first great fisherman to appear on a Kellogg box was AOY David Walker of Cannon, Ky., followed in 2000 by AOY Clark Wendlandt of Cedar Park, Texas, and last year’s AOY Kevin VanDam of Kalamazoo, Mich. Along with the honor of being seen by Americans every morning, Yelas also took home a $25,000 check presented by Land O’Lakes and FLW as well as, Evinrude-powered Ranger 518 VX bass boat.
“I didn’t think I had a chance to win the title so earning it was not only a huge surprise, but a great honor and having my picture on the Kellogg’s Corn Flakes® box is a thrill I will never forget,” said Yelas. “Being able to represent fishing to all of America, every morning is the ultimate compliment for an angler and I thank Kellogg for giving me this opportunity. I just hope my family is able to handle seeing my smiling face every morning at the breakfast table!”
To be named Land O’Lakes Angler of the Year, which comes with the acclamation of being recognized as the best, most-consistent bass angler in the world, an angler must have the most points at the end of the final regular season tournament. Anglers earn points throughout the season by their placement in each tournament; First place receives 200 points, second place receives 199 points, and so on. With six regular season tournaments an angler could potentially earn up to 1200 points. Angling fans were expecting a repeat of last year’s contest and for Chevy pro VanDam to walk away with the title. But, coming from behind with a great showing, Yamaha’s Yelas won the coveted title with a mere seven-point victory over VanDam.
With 2001 sales of about $8 billion, Kellogg Company is the world’s leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, frozen waffles, meat alternatives, piecrusts and ice cream cones. The company’s brands include Kellogg’s®, Keebler®, Pop-Tarts®, Eggo®, Cheez-It®, Nutri-Grain®, Special K®, Rice Krispies®, Murray®, Austin®, Morningstar Farms®, Famous Amos®, Carr’s®, Plantation®, Ready Crust® and Kashi®. Kellogg products are manufactured in 19 countries and marketed in more than 160 countries around the world. For more information, visit the Kellogg Company web site at www.kelloggs.com or the Keebler web site at www.keebler.com.
Primary sponsors of FLW Outdoors angling circuits in 2002 are Wal-Mart, Kellogg, ALPO Pet Foods, BFGoodrich Tires, Castrol, Chevy Trucks, Conseco, Eagle Electronics, Energizer, EverStart Batteries, Evinrude, Faded Glory, Frito-Lay, Fujifilm, GARMIN, Land O’Lakes, Minn Kota, Newell Rubbermaid, Pepsi, Poulan, Ranger Boats, Shop-Vac, Snickers, Stanley Works, Stren, U.S. Bank, Weed Eater and Yamaha Outboards.