TORONTO, ON, August 18, 2004 – Kellogg's* Vector* has teamed up with the Canadian Football League (CFL) as the official food energy of the CFL. Offering Canadians an interactive and authentic CFL experience, fans and consumers alike have the opportunity to get into game shape and win prizes - including a super-inclusive 2004 Grey Cup experience for two.

The key component of the partnership is the creation of Team Vector*, a powerful all-star line-up of CFL players. Team Vector*, along with CFL certified trainers, have authored ten intense all-pro training programs, which include the same type of rigorous exercises that CFL players use to get into game shape. By using a Team Vector* 'play code' found in specially-marked Vector* products, fans and athletes have access to these training programs online at www.cfl.ca/vector, with the ability to also enter for a chance to win exciting Vector*/CFL prizes.

"We're excited to be partnering with Kellogg's* Vector* on this initiative, which sees the power of two brands coming together to provide Canadians a truly innovative CFL experience," said Brent Scrimshaw, Senior Vice President of Marketing & Partnerships, CFL. "With presence at retail and online, the Team Vector* program aims to bring fans one step closer to the field of play."

The Team Vector* promotion consists of two phases; the first began in early August and runs through to October 15, 2004. In this initial phase, each participant "punches in a play" using the play code found in specially-marked boxes of Vector* Meal Replacement, Vector* Energy Bars and Two Scoops* Raisin Bran cereal for the chance to instantly win one of three Super Inclusive 2004 Grey Cup Experiences in Ottawa from November 18-22, 2004 or one of 5000 Vector*/CFL Training Bags. With a value of $4,500, the Grey Cup Experience includes flights, accommodations, VIP tickets to the game, awards shows, parties, spending money and a two-hour interactive training session with a CFL player and trainer.

Consumers are also challenged to get into game shape by completing five authentic training programs authored by Team Vector* and CFL trainers - Agility, Strength, Energy, Speed and Power - to burn 'n' earn a free Vector* heart rate monitor.

In the second phase of the program, which runs from mid-October to December 31st, the Vector*/CFL Challenge continues with five new rigorous training programs and continued chances to earn a free Vector* Heart Rate monitor.

Members of Team Vector* were rallied from each of the CFL teams. They include:

• Winnipeg Blue Bombers: Quarterback, Khari Jones, Agility I
• Hamilton Tiger-Cats: Safety, Rob Hitchcock, Strength I
• Calgary Stampeders: Linebacker, George White, Energy I
• Ottawa Renegades: Wide Receiver, Pat Woodcock, Speed I, Energy II
• Saskatchewan Roughriders: Full Back, Chris Szarka, Power I
• Toronto Argonauts: Defensive Back, Adrion Smith, Agility II
• BC Lions: Quarterback, Dave Dickenson, Strength II
• Montreal Alouettes: Running Back, Eric Lapointe, Speed II
• Edmonton Eskimos: Linebacker, Singor Mobley, Power II

The Vector*/CFL promotion will be supported by an integrated marketing program including unique television spots on TSN featuring football footage and highlights of Team Vector* players, an interactive website, high-impact in-store merchandising and public relations. Team Vector* will feature prominently online and on-pack from August through December 2004.

The VECTOR* Sports Nutrition Line-Up, developed by Kellogg Canada, offers active health-conscious Canadians great tasting food energy designed to enhance personal nutrition and performance goals.

About the Canadian Football League
The Canadian Football League (CFL) operates in nine leading cities across Canada. Connecting the strength and heritage of the past with the momentum of today and the promise of the future, the CFL celebrates Canada's game with fans across the nation. The 92nd Grey Cup will be played in Ottawa, Ontario on November 21, 2004. For more information, visit www.cfl.ca.

About Kellogg Canada
Founded in 1914, Kellogg Canada is the leading manufacturer of ready-to-eat cereal in Canada. The company's brands include Special K*, Vector*, All-Bran*, Kellogg's Corn Flakes*, Kellogg's* Two Scoops* Raisin Bran, Eggo*, Nutri-Grain*, Rice Krispies*, Pop-Tarts*, Kellogg's Frosted Flakes*, and Froot Loops*. In addition to providing nutritious, high-quality foods, Kellogg Canada is committed to educating consumers about nutrition through responsible packaging, brochures, advertising and symposia developed with the scientific and medical communities. For more information, visit the Kellogg Canada web site at www.kelloggs.ca.

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