Knox Reeves Advertising, Inc.

307 FOURTH AVENUE SOUTH e MINNEAPOLIS

September 27, 1938

Mr. “Phog" Allen
University of Kansas
Lawrence, Kansas

Dear Mr, Allen:

As you know, our client, General Mills, Inc,, through
the medium of its product Wheaties has been closely
associated with sports and athletics in its advertising
for the past several years,

An important part of the tying in of athletics with the
"Breakfast of Champions" has been the use of signed
endorsements, You may also have noticed the type of
Wheaties advertising that is used over the air and on
magazine back covers such as the Saturday Evening Post,
which endorses the theme of clean living and good sports-
manship so vividly illustrated by the three famous
training rules of Jack Armstrong, the All American Boy
who, incidentally, is an ideal among millions of boys
and girls.

Another type of advertising is that on the back sides
of the Wheaties packages, It is the present plan to
feature a basketball instruction series on such a group
of backpanels for a fall distribution of Wheaties,
These backpanels have tremendous appeal to boys and
girls, We have included in the past an instruction
series from, and action pictures of, the outstanding
names in baseball, a series made up of a miscellaneous
group of the biggest names in athletics, a series featur-
ing the outstanding pilots of America's airlines and
many others,

We plan to make up this basketball series from instruc-
tions given us by yourself and two other outstanding
coaches in the country. The instructions which you will
give us will be incorporated in layouts to appear
directly on the backpanels, Each of these layouts will
be submitted for your approval and correction, if neces-
sary.

If the above meets with your approval, I would appre-
ciate having you sign the enclosed contract and state-