SYS-CON MEDIA Authors: Liz McMillan, Elizabeth White, Ed Featherston, Kevin Benedict, Adrian Bridgwater

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Usher Joins Honey Nut Cheerios™ to Encourage Families to "Bee" Happy and Healthy Together in New Campaign

Music superstar helps bee-loved Honey Nut Cheerios character Buzz encourage people to connect through dance and celebrate happy and healthy moments

MINNEAPOLIS, Aug. 25, 2014 /PRNewswire/ -- Eight-time Grammy Award-winning megastar Usher and Buzz the Bee, the iconic Honey Nut Cheerios character, are using dance to spread the word that being healthy can be fun and delicious. Starting today, the two new friends are asking people to celebrate and share healthy and happy moments, like dancing to Usher's new single "She Came to Give it to You" and enjoying a heart-healthy breakfast with Honey Nut Cheerios. With health issues like heart disease on the rise, Buzz wants to get people buzzing about the importance of physical activity and healthy food choices as part of a healthy lifestyle.

To view the multimedia assets associated with this release, please click http://www.multivu.com/players/English/7303651-usher-joins-honey-nut-cheerios-bee-happy-and-healthy/

The bee-loved bee also has some help from Usher in his brand new commercial premiering nationally today. The spot highlights the fact that bees communicate through dance, showing Buzz's natural dancing ability as he "speaks" to the artist about the importance of a heart-healthy breakfast. In true Usher-fashion, he responds with some of his own famous dance moves, all set to his hot new release "She Came to Give it to You."

"Dance to me is a feeling, an emotion – the movement is good for your heart in so many ways," said Usher. "I really feel like Buzz and I connected through dance during this shoot. He has some serious dance skills and I'm looking forward to getting more people dancing."

People can dance along with the talented artist and Buzz by sharing photos and videos of their dance moments with @Buzzthebee via Twitter, Instagram and Tumblr and using hashtag #cheerios.

"Since bees communicate through dance, I have to admit that it was pretty sweet to learn some new dance moves from an artist like Usher," said Buzz. "Nothing gets me buzzing like the heart-healthy whole grain oats and delicious real honey in each bowl of Honey Nut Cheerios …and now, Usher's music!"

Heart Health and Physical Activity

Heart disease affects one in three people in the U.S. or approximately 82.6 million people, according to the American Heart Association; but a few simple lifestyle choices can make a big difference in people's overall health:

  • Lowering blood pressure and cholesterol will reduce risk of dying of heart disease
  • Eating a healthy diet that is low in salt, low in total fat, saturated fat and cholesterol, and rich in fresh fruits and vegetables
  • Daily physical activity, like dancing or taking a brisk walk
  • Quitting smoking; not smoking

As part of a heart-healthy* eating plan, eating Honey Nut Cheerios each day can help lower cholesterol. Made with whole grains and low in fat, Honey Nut Cheerios also provides 12 essential vitamins and minerals. Plus, made with real honey, people don't have to sacrifice taste to eat something that's packed with goodness.

"We hope to reach families with the important message that making healthy choices can be fun," said Gail Peterson, associate marketing director for Honey Nut Cheerios. "We're excited to bring such a respected and talented artist like Usher together with Buzz to help spread this message through dance."

Honey Nut Cheerios is bringing to life the idea of celebrating happy and healthy moments through multiple partnerships and TV advertisements throughout 2014-2015, including the 30-second commercial starring Usher and directed by acclaimed director Hype Williams. The campaign is also being supported by digital ads, public relations, social media efforts and special fan experiences that will be announced in 2015.

People across the United States choose the irresistible taste of golden Honey Nut Cheerios more than any other cereal, making it the #1 cereal in America**. Honey Nut Cheerios cereal was introduced in 1979 as the first extension of the iconic Cheerios cereal brand.

To learn more about Honey Nut Cheerios and a heart-healthy eating plan, visit Cheerios.com.

*3 grams of soluble fiber daily from whole grain oat foods, like Honey Nut Cheerios cereal, in a diet low in saturated fat and cholesterol, may reduce the risk of heart disease. Honey Nut Cheerios cereal provides .75 grams per serving.

**Based on Nielsen sales data, 52 weeks ending 8/2/14

About Cheerios
Cheerios, America's No. 1 cereal, debuted in 1941 as Cheerioats. The nation's first ready-to-eat oat cereal has since become one of the most trusted and recognized brands in America. In fact, one of every 8 boxes of cereal sold in America is a box of Cheerios. General Mills' popular franchise includes Cheerios, Honey Nut Cheerios, Multi Grain Cheerios, Multi Grain Cheerios Peanut Butter, Chocolate Cheerios, Frosted Cheerios, Fruity Cheerios, Apple Cinnamon Cheerios and Banana Nut Cheerios. Cheerios also has a publishing division that includes the popular Cheerios Play Books and other activity books. For more information, go to www.cheerios.com.

About Usher
Usher has been ranked by the Recording Industry Assn. of America as one of the best-selling artists in American music history, having sold over 50 million albums worldwide.  He has won numerous awards including 8 Grammy Awards and has been named by Billboard the #1 Hot 100 artist as well as the second most successful artist of the 2000s decade. During his 20-year career Usher has attained nine Hot 100 #1 hits (all as a lead artist) and 18 Hot 100 top-10 singles. His career-propelling 2004 album "Confessions" has also been ranked as the top solo album of the 2000s decade. This year Usher completed his second season as a coach on NBC's Emmy award winning hit TV show "The Voice" as well as the filming of his role as boxer Sugar Ray Leonard in the upcoming film "Hands of Stone". 

About General Mills
General Mills is one of the world's leading food companies, operating in more than 100 countries around the world. Its brands include Cheerios, Fiber One, Haagen-Dazs, Nature Valley, Yoplait, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Wanchai Ferry, Yoki, and more. Headquartered in Minneapolis, Minn., USA, General Mills had fiscal 2014 worldwide sales of US $17.9 billion.

Music superstar Usher joins Honey Nut Cheerios™ in new campaign encouraging people to celebrate happy and healthy moments

 

Usher and the Honey Nut Cheerios™ character, Buzz, team up in new ad, using dance to spread the word that being healthy can be fun and delicious

 

To view the multimedia assets associated with this release, please click http://www.multivu.com/players/English/7303651-usher-joins-honey-nut-cheerios-bee-happy-and-healthy/

SOURCE General Mills

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