MINNEAPOLIS — Wheaties has chosen MVP Adrian Peterson as the face of three limited-edition cereal boxes, the first of which is available in stores this week.
As the latest "The Breakfast of Champions" athlete, Peterson will be honored at a celebratory event later this month by Wheaties.
"It's an honor to add Adrian Peterson to our growing Team Wheaties family," said Jim Wilson, Wheaties marketing manager. "Adrian embodies the heart of a champion whether he's scoring touchdowns or giving back to his community. Wheaties has been committed to providing athletes with the nutrition they need to help them perform at their best for more than 85 years and we are proud to continue that tradition with Adrian Peterson."
"I remember as a kid growing up and hearing my parents tell me that I'd better eat my Wheaties," said Peterson. "I never thought that as a kid that I would actually be on the same box that once had my childhood heroes on it. I am blessed and fortunate to have such an incredible honor. I would like to remind all of the kids that they better eat their Wheaties."
Peterson made his pro football debut in 2007 and had a record-breaking rookie season. In his sophomore season, he became his team's first running back to lead in rushing by setting the team record with 1,760 yards. In 2012, Peterson returned to the game after suffering a torn anterior cruciate ligament and earned player of the year and MVP awards. Peterson is also actively involved in the community and gives his time to numerous charitable causes.
Peterson launched his All Day Foundation in 2008 to raise awareness and funds for programs that help build a better future for at-risk-children. The foundation promotes the well-being of at-risk kids by partnering with nonprofits and developing new programs in primary areas, including sportsmanship and leadership, youth education and enrichment and hunger.
For these limited-edition boxes, Wheaties is partnering with Blippar, an augmented reality platform that uses image recognition technology to bring the box to life through an instantaneous, interactive experience. Wheaties customers who download the Blippar app can then "blipp" or scan the box with their iOS, Android or Blackberry 10 device and unlock exclusive hidden content including an AP video game and some sharable photo opportunities.