Reel Ad of the Week

Optimus, Kelce Bros, General Mills attend Cereal Training Camp

By Reel Chicago
October 15, 2024

General Mills has teamed up with NFL stars Travis and Jason Kelce for a typical Kelce partnership that brings a new cereal, the Kelce Mix, to life. The collab, which includes TV and online ads, showcases the bros’ favorite General Mills cereals—Cinnamon Toast Crunch, Lucky Charms, and Reese’s Puffs—combined into one box for fans to enjoy.

The creative, from Sanctuary, centers around the Kelce brothers attending “Cereal Training Camp,” where they compete in cereal-themed challenges to win the chance to create their special blend. Fans can follow their journey through a multi-part content series promoted across TV, online platforms, and a dedicated microsite. Watch below:

Alongside the Kelce Mix, General Mills is releasing limited-edition Kelces’ Pick collectible cereal boxes featuring Honey Nut Cheerios, Cinnamon Toast Crunch, Lucky Charms, and Reese’s Puffs. These special edition boxes and the Kelce Mix became available at retailers nationwide in mid-September, with a Walmart-exclusive version that dropped on Sept. 28.

The campaign taps into the brothers’ strong fan base from their popular New Heights podcast and is part of General Mills’ broader effort to engage sports fans and cereal enthusiasts alike. The collaboration follows other recent marketing efforts by General Mills, such as the return of Lucky Charms’ limited-edition Magic Gems cereal and Reese’s Puffs’ venture into the metaverse.

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CREDITS:

PRODUCTION COMPANY: Sanctuary Content