General Mills Links to Kids' Choice Awards

General Mills Inc. advertised, on behalf of its cereals, in Sunday-newspaper
free-standing inserts a tie-in with Nickelodeon's Kids' Choice Awards
that included a free star-studded music CD.

The CD -- featuring such Jive Records pop acts as Britney Spears, Backstreet
Boys and *NSYNC -- is packaged in specially marked boxes of General Mills
cereals, from Trix and Cocoa Puffs to Cheerios and Honey-Nut Cheerios.

The cereal marketer's insert also included a $1-off discount coupon for the
purchase of any two cereals.

General Mills and Burger King Corp. -- among the April 12 primetime awards
special's sponsors -- are also sponsoring ballots on Nick's Internet site (