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Will Keith Kellogg opened the Battle Creek Toasted Corn Flake Company in 1906 in Battle Creek, Michigan focusing on breakfast flake cereal that he and his brother, John had invented. In 1906 the Kelloggs company spend $90,000 on advertising and advertising campaigns including the first use of color in a mass distributed magazine ad. In 1907 the company created its first advertising character, a woman holding corn, known as the "Sweetheart of Corn." This character could be seen in their advertising campaigns on boxes and in shop display windows. In 1909 the name of the company was changed to Kellogg Toasted Corn Flake Company with each box including Will Keith's signature, the now famous Kellogg's logo. The Kellogg's Toasted Wheat Biscuit was introduced in 1912. In 1914 the company expanded, increased its advertising and updated its packaging to appeal to consumers. The company also pioneered the use of wax paper to preserve freshness of its products in 1914.