Dec 10, 2014
Parsippany, N.J. – More than 80 years ago, Post Grape-Nuts sponsored Sir Admiral Byrd’s expedition to Antarctica, where the first long range two-way radio transmission occurred. At the time, maps of the expedition appeared on Grape-Nuts boxes, and today, the iconic crunchy cereal is going back to the South Pole to retrace Byrd’s steps. As a continuation of the “What’s Your Mountain?” marketing campaign launched in 2013, a team of brand ambassadors will be skiing the last 60 nautical miles to the South Pole. Footage from the two-week adventure will be used throughout the Grape-Nuts’ 2015 marketing campaign.
“Grape-Nuts has been a part of some of the greatest expeditions of the past hundred years, and the latest Grape-Nuts Antarctica trip will surely be another historic moment for the brand,” said Mangala D’Sa, Marketing Director for Grape-Nuts. She added, “This once-in-a-lifetime experience will allow our team to create unique content for year three of our ‘What’s Your Mountain?’ campaign and celebrate our adventurous past and future.”
Among those participating in the trek is brand ambassador and founder of the CancerClimber Association, Sean Swarner, and filmmaker, climber and photographer, Dave Ohlson. After defeating cancer twice, Swarner became the first cancer survivor and only person in the world to summit Mt. Everest and the 7-Summits, and has since participated in endurance competitions such as Ironman, Warrior Dash and vertical stair races. Ohlson will be documenting the entire journey alongside Swarner.
“It’s an honor to join the Grape-Nuts team on their journey to Antarctica,” said Swarner. “I’m a firm believer in the inspiration at the core of the “What’s Your Mountain?” campaign, and I hope our journey inspires others to conquer their own personal mountains and strive to meet their goals.”
Grape-Nuts cereal has been a favorite of extreme explorers from pole to pole throughout its more than 100 years on American breakfast tables. Sixty years ago, handfuls of Grape-Nuts helped fuel Sir Edmund Hillary and Sherpa guide Tenzing Norgay to the summit of Mt. Everest. In 1913, explorer Donald B. MacMillan and six other men embarked on a two-year expedition to find Crocker Land, a distant island in the Polar Sea, and explore the Arctic. They took cases of the hearty and fiber-filled cereal with them on their journey. Currently, artifacts from MacMillan’s historic trek, including a provisions list with Grape-Nuts at the top, are on display in a two-year exhibit at the Peary-MacMillan Arctic Museum at Bowdoin College in Maine.
The “What’s Your Mountain?” campaign aims to remind today’s adventurers that Grape-Nuts delivers power-packed protein for life’s everyday expeditions, no matter how big or small. In addition to original Grape-Nuts cereal, the brand is re-launching Grape-Nuts Fit, a revamped granola with power-packed nutrition.
For more information on Grape-Nuts cereal and new Grape-Nuts Fit granola, go to GrapeNuts.com, facebook.com/GrapeNutsCereal, @GrapeNutsCereal on Twitter and @Post_GrapeNuts on Instagram. For more information on Sean Swarner, visit seanswarner.com.
About Post Foods, LLC
Post has enriched the lives of consumers, bringing quality foods to the breakfast table since the company’s founding in 1895. Post’s portfolio of brands includes diverse offerings to meet the taste and nutritional needs of all families, including such favorites as Honey Bunches of Oats®, Pebbles™, Great Grains®, Post® Shredded Wheat, Post® Raisin Bran, Grape-Nuts®, Honeycomb® and Post Goodness™-To-Go. Post is dedicated to nourishing goodness, providing consumers with a variety of breakfast choices to meet their nutritional needs from whole grain and fiber to lower sugar offerings. For more information about Post Foods, visit www.PostFoods.com.
# # #
212.679.6600 ex. 37-313