Reveille Pacts With General Mills For Cause Marketing Deal

Aims to fight hunger and fuel weight loss.

Reveille, the production company behind NBC’s weight loss reality show The Biggest Loser, has signed a major cause marketing deal with packaged goods giant General Mills.

The two companies are launching a simple initiative called “Pound for Pound,” which encourages the public to sign up and pledge to lose weight. For every pound of weight lost, General Mills will donate a pound of food or 10 cents to Feeding America, a national food bank charity.

General Mills will carry branding for the NBC/Reveille show along with the “Pound for Pound” challenge on products including; Yoplait, Cheerios and Fiber One, among other packages.

The Biggest Loser: Couples, premieres Tuesday on NBC at 8.00 pm. It is the seventh season and debuted in 2004. The TV show has spawned a huge number of spin-off licensed products including a meal plan, yoga equipment, books, DVDs and CDs.