Post Grape-Nuts Launches Integrated Effort Directed at Men

Post Grape-Nuts Launches Integrated Effort Directed at Men

FEATURES 50-EPISODE WEB SERIES WITH ESPN'S KENNY MAYNE

OgilvyEntertainment, Reveille and MSN Partner to Create Original Men's Lifestyle Series

NEW YORK, March 26 /PRNewswire/ -- In a departure for a traditional cereal brand, Post Grape-Nuts is launching an integrated marketing campaign created by Ogilvy New York that specifically targets men, titled "That Takes Grape Nuts."

The cornerstone of this initiative is an original 50-episode web series titled 'The Guy's Manual.' The series is produced by OgilvyEntertainment, Reveille and MSN. It is airing exclusively on MSN (http://theguysmanual.msn.com/) and features host Kenny Mayne from ESPN's "Mayne Street."

"Grape-Nuts is one of Post's core brands, and has a loyal and dedicated following of men," said Steve Van Tassel, President of Post Foods LLC, a subsidiary of Ralcorp Holdings, Inc. "With this new campaign, we are stepping up our support of one of our signature brands with a clever and long-term effort that speaks directly to our target audience."

The "That Takes Grape Nuts" tag is the foundation for the series that provides advice to men on how to get the tough things done. The campaign also includes print, radio and banner ads through Sports Illustrated's media network that drive to the MSN website. The effort is debuting with 14 episodes that will eventually expand to include as many as 50 total webisodes airing over the next eight months.

"Branded entertainment is a cost-effective vehicle to reach your target audience, and with Reveille, who has a proven track record in developing this form of programming, we have produced an original series that captures the positioning of Grape-Nuts," said Doug Scott, President of OgilvyEntertainment. "In addition, our partnership with MSN delivers a branded channel with additional content that creates an ongoing relationship with the consumer."

Webisodes in "The Guy's Manual" provide a step-by-step guide to tackling the kinds of problems that face men everyday. Episodes include "Landing a Date with the Cute Girl at the Office," "Throwing Back the Biggest One You've Ever Caught," "Striking Out Your Childhood Hero at Fantasy Camp" and "Taking Your Fiancee's Poodle for a Morning Jog," all hosted by Mayne and delivered with his trademark dry wit.

"The Guy's Manual" includes webisodes and articles to discuss everything from work and relationship to family and style. In addition, visitors to "theguysmanual.msn.com" can send "nuggets" of wisdom to friends and learn about Grape Nuts.

"It's great to be a part of such a strong branded entertainment experience that is truly a collaboration between Ogilvy, Post, Reveille and MSN," said Michael Siegenthaler, Director, MSN Branded Entertainment and Experiences. "We look forward to offering this original series to our vast male audience and providing guidance on all aspects of their lives; from work and home to play."

"We're excited to collaborate with Post and Ogilvy on a fun and innovative new show that connects with guys where they live -- online," said Howard T. Owens, Managing Director of Reveille. "'The Guy's Manual' is an outstanding addition to the slate of original programs we've created for MSN and a powerful tool for connecting Grape-Nuts with a whole new audience."

Also partnering on this effort are Post's media agencies MediaVest who negotiated the program with Sports Illustrated and Digitas who arranged for the exclusive programming with MSN.

About Ralcorp Holdings, Inc.

Ralcorp Holdings, Inc. produces Post branded cereals, a variety of value brand and store brand foods sold under the individual labels of various grocery, mass merchandise and drugstore retailers, and frozen bakery products sold to in-store bakeries, restaurants and other foodservice customers. Ralcorp's diversified product mix includes: ready-to-eat and hot cereals; nutritional and cereal bars; snack mixes, corn-based chips and extruded corn snack products; crackers and cookies; snack nuts; chocolate candy; salad dressings; mayonnaise; peanut butter; jams and jellies; syrups; sauces; frozen griddle products including pancakes, waffles, and French toast; frozen biscuits and other frozen pre-baked products such as breads and muffins; and frozen dough for cookies, Danishes, bagels and doughnuts. In addition, Ralcorp holds an interest of approximately 18 percent in Vail Resorts, Inc., the leading mountain resort operator in the United States.

About Ogilvy North America

Ogilvy North America (www.ogilvy.com) is the largest unit of The Ogilvy Group agency network, a subsidiary of WPP Group plc (NASDAQ:WPPGY) . It has offices in New York, Chicago, Los Angeles, San Francisco, Detroit, Durham, Minneapolis, Denver, and throughout Canada. Ogilvy North America brings together all the capabilities of the Ogilvy network to provide integrated marketing solutions to the agency's clients. It encompasses Ogilvy & Mather Advertising, OgilvyEntertainment, OgilvyOne, OgilvyInteractive, Neo@Ogilvy, Ogilvy Healthworld, Ogilvy Public Relations and OgilvyAction.

About Reveille

Reveille is a leading independent television studio with a major presence in scripted and unscripted television and digital entertainment, and a world leader in creating integrated marketing opportunities for advertisers. Reveille's scripted entertainment programming includes The Office and Kath and Kim (NBC), Ugly Betty (ABC) and The Tudors (Showtime). The company's roster of highly successful reality programming includes The Biggest Loser, American Gladiators and Nashville Star (NBC), 30 Days (FX), Parental Control (MTV) and many more. Through its distribution arm, ShineReveille International, Reveille distributes its extensive library of high-quality programming, along with a broad array of programming acquired from independent producers and U.S. networks, to more than 150 countries. Reveille is part of the Shine Group, one of the world's foremost multinational entertainment and drama companies. The Shine Group also includes UK independent producers Kudos, Princess, Dragonfly and Shine TV.

First Call Analyst:
FCMN Contact:

Source: Ogilvy

CONTACT: Toni Lee, Ogilvy, +1-212-237-5090, or +1-917-679-7631; or Scott
Monette, Ralcorp Holdings, Inc., +1-314-877-7113; or Karlyn Nelson, Freud
Communications Inc., for Reveille, +1-323-866 6060, karlyn.nelson@freud.com

Web Site: http://theguysmanual.msn.com/

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Profile: International Entertainment