Iconic Ads: Wheaties – Breakfast of Champions

Few advertising slogans have endured for nearly a century, but Wheaties’ “Breakfast of Champions” has done precisely that. More than just a phrase on a cereal box, it became a cultural milestone — blending sports, celebrity, and clever marketing into one of the most iconic campaigns in American history. This is the story of how a laboratory accident, a lucky slogan, and a bold idea turned Wheaties into a legend.

The Accidental Beginning

The journey began in 1921, when the Washburn Crosby Company (later renamed General Mills) discovered a new cereal. A laboratory mishap — bran spilling onto a hot stove — produced a nutty, toasted flavour. That “mistake” became Washburn’s Gold Medal Whole Wheat Flakes, renamed Wheaties in 1924.

At first, the cereal struggled to find its footing. But soon, Wheaties discovered its golden ticket: sports.

A Slogan Born in a Ballpark

In 1927, Minnesota adman Knox Reeves was asked to design a billboard for Wheaties at the Minneapolis Millers’ baseball stadium. His sketch featured a Wheaties box with the phrase that would become immortal: “Breakfast of Champions.”

What started as a local sports tie-in became the soul of the brand. By 1933, the slogan was running in national campaigns, and in 1936, General Mills officially trademarked it.

Saving the Brand with Song

Even with the new slogan, Wheaties almost vanished in 1929. Sales were dismal — except in Minneapolis, where the cereal was heavily promoted through a new kind of advertising: singing radio jingles.

On Christmas Eve, 1926, the Wheaties Quartet debuted the world’s first “singing commercial.” Its catchy tune worked wonders, rescuing the cereal from cancellation. By the 1930s, Wheaties was firmly tied to sports through radio, stadium billboards, and clever sponsorships.

The First Faces of Champions

Athletes soon became the heartbeat of the campaign. Lou Gehrig was the first, appearing on the back of the box in 1934. That same year, aviator Elinor Smith became the first woman to grace Wheaties packaging, followed by trailblazing athletes like Babe Didrikson Zaharias and Jesse Owens.

In 1958, Olympic pole vaulter Bob Richards became the first athlete on the front of the box. Later, gymnast Mary Lou Retton broke barriers as the first woman to win the all-around title in 1984. From that point on, being “on the Wheaties box” became a badge of honour, akin to winning an Olympic medal.

Special editions added to the mystique — like the 1987 Minnesota Twins box, which sold out in hours. Collecting Wheaties boxes became a fan tradition.

Innovation on Air and Screen

Wheaties wasn’t just printing athletes; it was rewriting the rules of advertising.

• In 1937, a Wheaties contest helped launch Ronald Reagan’s entertainment (and eventually political) career.
• In 1939, broadcaster Red Barber poured a bowl of Wheaties live during the first-ever televised baseball game at the World’s Fair.
• During Joe DiMaggio’s famous hitting streak, Wheaties got a nod in the popular song “Joltin’ Joe DiMaggio.”

The cereal became an integral part of the sports experience itself, sponsoring pre-game and post-game shows throughout the 1950s and beyond.

A Timeline of Champions

• 1920s: Wheaties is born (1924). The slogan “Breakfast of Champions” was created in 1927.
• 1930s: Lou Gehrig (1934) and Babe Didrikson (1935) appear on boxes. Wheaties sponsors the first televised baseball game (1939).
• 1940s: Wheaties is sung about in “Joltin’ Joe DiMaggio.” Athlete boxes remain on the back panels.
• 1950s: Bob Richards moves athletes to the front of the box (1958). TV sponsorships deepen the sports connection.
• 1960s–70s: Special editions and fitness themes appear. Bruce Jenner (now Caitlyn Jenner) became a Wheaties face after the 1976 Olympics.
• 1980s: Mary Lou Retton breaks barriers in 1984. The Minnesota Twins box creates a collector craze in 1987.
• 1990s: Michael Jordan, Kristi Yamaguchi, and Tiger Woods headline. Campaigns allow fans to “Picture Yourself on a Wheaties Box.”
• 2000s: Legends like Jim Thorpe and Michael Phelps are honoured.
• 2010s: The roster grows more diverse, with over 850 athletes by 2021.
• 2020s: New stars like Jalen Hurts continue the tradition, with fans voting for their favourite champions.

Influence Beyond the Box

The Wheaties campaign didn’t just sell cereal — it changed marketing.

• It pioneered athlete endorsements, linking products to sporting achievement and setting the template for modern sponsorship deals.
• It fueled the growth of sports broadcasting, embedding advertising into live games and proving the commercial power of sports media.
• It influenced entire industries, inspiring brands worldwide to pair products with champions and winning moments.

For athletes, the box became more than packaging — it was cultural recognition, a moment of arrival.

Fun Facts Along the Way

• Wheaties was nearly discontinued in 1929, but was saved by its jingles.
• The brand defended its trademark in court against Quaker Oats in the 1930s.
• Over the years, Wheaties boxes have featured stars such as Serena Williams, LeBron James, Kristi Yamaguchi, and Tiger Woods.
• Competitors even poked fun: Kellogg’s Corn Flakes cheekily featured Gabby Douglas during her Olympic glory.

Legacy of a Slogan

Nearly 100 years later, “Breakfast of Champions” remains one of the longest-running and most powerful slogans in advertising. It symbolises the perfect marriage of sports and storytelling, reminding fans that greatness can be as close as their breakfast table.

Wheaties didn’t just sell cereal. It sold the dream of achievement. It turned athletes into legends, sports into stories, and a simple breakfast into a piece of cultural history.

The orange box endures — not just as food, but as a symbol. A symbol of champions, of aspiration, and of the powerful magic that happens when marketing meets meaning.