Will an advertising partnership with NBC’s “The Biggest Loser” make General Mills a winner?

CEO Kendall Powell fielded questions on the deal last night from CNBC shouting-head Jim Cramer.

The Golden Valley-based food company is offering to donate one pound of food to Feeding America for every pound of weight that dieters pledge to lose this year. The Pound for Pound Challenge is being integrated into the current season of “The Biggest Loser.”

The Mad Money host said he likes the arrangement: “This is how people do stuff now with advertising.” See the video at CNBC.com.