Catchfence

2011 NSCS No. 33 Cheerios USO Cheer Chevrolet Impala SS

MINNEAPOLIS – (October 13, 2011) -Cheerios® and the USO today unveiled a special paint scheme that will adorn the No. 33 Chevrolet driven by Clint Bowyer at the Phoenix International Raceway during the NASCAR Sprint Cup Series event the weekend of November 11-13. The design features the message “send Cheer” to encourage fans to send thanks and spread cheer to military families whose loved ones are serving our country.

The car, unveiled at Charlotte Motor Speedway, is part of a partnership between Cheerios and the USO to help support military families by sending “Cheer” postcards from the front of specially marked packages of Cheerios cereal found in stores October through November, 2011. People can simply cut out the postcard from the box, write a message of thanks on the back, add a stamp, and mail the pre-addressed postcard to the USO. The USO will deliver the postcards to military families. In addition, Cheerios will send extra “Cheer” to military families by donating $1 to the USO for each postcard received from specially marked packages through November 30, 2012. To kick off the campaign, Cheerios has already donated $150,000 to the USO, and will donate up to an additional $100,000 based upon the number of postcards received. The donation will go towards USO programs that help connect families with their loved ones while deployed.

“Our military families rise to the occasion when their loved ones are away and do it willingly, graciously and without fanfare,” said Erin Pisca, Integrated Communications for Cheerios. “We’re proud to partner with the USO, Richard Childress Racing and Clint Bowyer to get the word out and send cheer to these families. We can’t thank them enough for all their support of this program.”

Richard Childress, Clint Bowyer and members of the USO were on hand for the car unveiling. Childress and Bowyer gave the first “Cheer” postcard to kick off the campaign. Childress was honored to be the first to give thanks and allow Cheerios and the USO to promote the program on the car in Phoenix.

“It’s important to show our gratitude to our military families, who do double duty to keep things running smoothly at home while their loved ones are defending our country,” said Richard Childress, president and CEO of Richard Childress Racing. “I’m a strong supporter of our military, so RCR is honored to carry the ‘send Cheer’ message to NASCAR fans at Phoenix International Raceway and throughout the country. I encourage everyone to get out and send at least one ‘Cheer’ postcard.”

“It is great to see General Mills work together with the USO and send messages of gratitude and cheer to our nation’s military families,” said Clint Bowyer, driver of the No. 33 Cheerios/Hamburger Helper Chevrolet for RCR. “It’s a really cool paint scheme and I’m excited about driving it next month at Phoenix International Raceway. I hope it encourages everyone to ‘send Cheer’.”

Cheerios and the USO will also host military families from Ft. Bragg (N.C.) Army Base and Shaw (S.C.) Air Force Base at the Charlotte Motor Speedway and Luke (Ariz.) Air Force Base at the Phoenix International Raceway. Families will enjoy a day at the track and have the opportunity to meet Bowyer and Childress.

“We’re honored to partner with Cheerios, Richard Childress Racing and Clint Bowyer to help support our military families,” said Frank Thorp, senior vice president marketing and communications for the USO. “Race fans have always proven to be some of the most passionate fans in all of sports and very supportive of our military families. They’ll be able to show that support once again, at the race in Phoenix, this Veteran’s Day weekend, and spread some cheer to military families that also sacrifice, right along with their loved ones serving, for our freedom.”

Race fans will also be able to send thanks and encouragement at both the Charlotte Motor Speedway and again at the Phoenix International Raceway by visiting the “Cheer” display located outside the track.

About Cheerios

Cheerios, America’s No. 1 cereal franchise, 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 eight boxes of cereal sold in America is a box of Cheerios. General Mills’ popular franchise includes Cheerios, Honey Nut Cheerios, Multi Grain Cheerios, Frosted Cheerios, Apple Cinnamon Cheerios, Fruity Cheerios, Cheerios Crunch, Yogurt Burst Cheerios, Banana Nut Cheerios, Cinnamon Burst Cheerios and Chocolate Cheerios. For more information, go to www.cheerios.com.

About USO

The USO (United Service Organizations) lifts the spirits of America’s troops and their families millions of times each year at hundreds of places worldwide. We provide a touch of home through centers at airports and military bases, top quality entertainment and innovative programs and services. We also provide critical support to those who need us most, including forward-deployed troops and their families, wounded warriors and their families and the families of the fallen.

The USO is a private, non-profit organization, not a government agency. We rely on the generosity of our volunteers and donors. In addition to individual donors and corporate sponsors, the USO is supported by President’s Circle Partners: American Airlines and TriWest Heathcare Alliance and Worldwide Strategic Partners: AT&T Inc., BAE Systems, The Boeing Company, Clear Channel Communications, The Coca-Cola Company, Lockheed Martin, Microsoft Corporation, Northrop Grumman Corporation and Procter & Gamble. We are also supported through the United Way and Combined Federal Campaign (CFC-11381). To join us in this patriotic mission, and to learn more about the USO, please visit http://www.uso.org.

About Richard Childress Racing

Richard Childress Racing has earned more than 200 victories and 12 NASCAR championships, including six in the Sprint Cup Series with the legendary Dale Earnhardt. RCR was the first organization to win championships in the Sprint Cup Series, Nationwide Series and Camping World Truck Series. Its 2011 Sprint Cup Series lineup includes Paul Menard (No. 27 Menards Chevrolet), Kevin Harvick (No. 29 Budweiser Chevrolet), Jeff Burton (No. 31 Caterpillar Chevrolet) and Clint Bowyer (No. 33 Cheerios/Hamburger Helper Chevrolet). Its Camping World Truck Series program includes 2010 Rookie of the Year Austin Dillon (No. 3 Bass Pro Shops Chevrolet) and Joey Coulter, Jr. (No. 22 RCR Chevrolet). Tim George Jr. (No 31 Applebee’s/Potomac Family Dining Group Chevrolet) and Ty Dillon (No. 41 RCR Chevrolet) will compete in the 2011 ARCARacing Series presented by Menards. For more information, visit www.rcrracing.com.

- Breaking Limits Marketing for General Mills, Press Release