• by Karlene Lukovitz  @KLmarketdaily, January 27, 2009

With today's heightened scrutiny of marketing sugary kids' food and beverage products, even Tony the Tiger can use all the goodwill he can muster.

Kellogg's Frosted Flakes will use a Super Bowl ad to promote a new program in which it will renovate about 50 community playing fields as an extension of its "Earn Your Stripes" kids' program.

The Earn Your Stripes effort, launched in 2004, aims to inspire kids to work hard, eat right and believe in themselves in order to achieve their goals and "be their very best" on and off the playing field. The program's sponsorships include the NFL's Play 60 youth health and fitness campaign and its Super Kid Contest, as well as Girls on the Run, Pop Warner Little Scholars and Little League Baseball.

The Super Bowl ad, themed "Plant a Seed," focuses on "the important role we all play in building stronger communities and making a difference in kids' lives," according to Kellogg.

The consumer products giant is "hopeful that parents will log on to the Frosted Flakes Web site to nominate their local field for a makeover," Kimberly Miller, VP, marketing of The Kellogg Company's Morning Foods Division said in the pre-event announcement of the commercial and field renovation initiative.

Adults can nominate an outdoor baseball, softball, T-ball, soccer, football, lacrosse, or field hockey field, track or basketball court for a makeover on the cereal's site between now and March 31. The entry requires answering some questions about the field, why it needs to be renovated and how a makeover would help the community.

Kellogg will also renovate a football field in Tampa, Lincoln Gardens Park, during the week of the big game--completing the makeover in 43 hours between Jan. 27 and 29 as a tribute to Super Bowl XLIII.