"Cereal" Libraries?

Extolling the Merits of Libraries:

One Box at a Time

This surely gives a new meaning to "serials" in Libraries. Well, that's not exactly true. But usually, when we speak of "serials" in libraries, it has to do with such things as periodicals, magazines, and journals, for example. But one morning, while I was having breakfast, I discovered that the back of my "cereal" (NOT serial) box had an unusual advertisement (we might even call it an article) about...yes, libraries. There's got to be some story behind this promotional, and whatever it is, I'm glad that promo is there!