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General Mills Revs Up In-store Bakery Promo

Professional auto racing will make a pit stop the in-store bakery thanks to a new promotion from General Mills Bakeries & Foodservice in Minneapolis. The new promotion, Celebrate the Legacy #43, leverages the #43 Cheerios/Betty Crocker racecar to help in-store bakery managers drive consumer traffic and increase sales.

General Mills is offering department managers merchandising tool kits including POS merchandising items such as counter cards, shelf wobblers and a double-sided sign.

Further, for the first time in the bakery, General Mills is offering an online component via merchandising kits that contain peel-off stickers for use on participating bakery items. The stickers direct consumers to an online instant win game at

"There are no bigger icons in racing than the Petty name and the #43 Cheerios/Betty Crocker race car," said Janine Cushman, promotion marketing manager for General Mills Bakeries & Foodservice. "We're combining their unique consumer appeal with an enticing online offer to drive increased traffic and purchases in the bakery."
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