Game day is about more than touchdowns and tackles—it’s about traditions, superstitions, and snacks. That’s the heart of General Mills’ new “Game Day” campaign featuring football families Donna, Jason, and Kylie Kelce alongside T.J. and J.J. Watt.
With humor and warmth, the campaign highlights how families prepare for game day with rituals and General Mills’ iconic lineup of foods.
Whether it’s Jason Kelce arranging Lucky Charms marshmallows to perfection or J.J. Watt stacking a towering taco creation with Old El Paso shells, the spot celebrates the camaraderie and quirky traditions that unite fans and families alike.
While we play on different sides of the ball and rep different teams, it was fun to come together with Jason to share our families’ superstitions,” said Pittsburgh linebacker T.J. Watt. “Whether that’s playing on the field or sharing Old El Paso tacos in the kitchen, we both come from families who agree that the real win is spending time together — and bringing the best snacks.”
Adding a playful touch, the campaign features General Mills mascots like Lucky the Leprechaun, the Pillsbury Doughboy, and Cinnamoji. The family sitcom-style spot will air on TV, streaming platforms, and social media throughout the football season. Watch below:
“For the past two years, the Watt and Kelce families have been our MVPs,” said Dayna Needham, Manager of Brand Experience at General Mills. “From Donna’s Pillsbury recipes to the Watt brothers’ taco creations and Jason’s signature cereal routine, they bring our products to life in unforgettable ways. This campaign invites football fans everywhere to share their game day superstitions and fuel their traditions with General Mills’ staples.”
“For years, I had the same game day routine, but now that I’m tuning in from home, my ritual is fueling up with the family and enjoying time together,” noted the former Philadelphia Eagles lineman. “It’s been so special to share my family’s love for football over my childhood favorite foods. There’s nothing like starting game day with a bowl of Cinnamon Toast Crunch and getting to wear sweatpants all day — it’s the ultimate comfort combo.”
“On or off the field, we love cheering on our favorite players and eating our favorite snacks,” added Kylie, “To fuel our football fun, I make sure to have our favorite General Mills cereals ready for the family to start the day and keep easy and delicious snacks like Chex Mix on hand, too. And with Jason home with us this season, we go through them fast.”
“I’ve had a lot of experience feeding two very hungry football players, and often times their teammates, on game day,” noted Donna. “Pillsbury Crescent Rolls are my favorite because of their versatility. I love to have some fun and fill them with different ingredients, like meat and cheese or a sweet spread, for an easy and filling snack that is gone as soon as they come out of the oven.”
As with the other spots in the ongoing campaign, Optimus editor Tim Cahill, worked on this one as well.
CREDITS:
BRAND: General Mills
AGENCY: BB&Co
- Creative Director: Brian Bennett
- Executive Producer: Rob Jaeger
DIRECTOR: John O’Hagan
POST: Optimus Post
- Editor: Tim Cahill
- Assistant Editor: Christopher Shepard
- EP: Tracy Spera
- VFX Supervisor: Ryan Wood
- Finish Assistant: Christian Allan
- ECD: Michael Ciacciarelli
- CD: Tyler Nelson
- Designer: Tafka Baez
- Colorist: Paul Galati
- Color Assistant: Colin Cubr
- Senior Audio Engineer: Marina Killion
- Audio Assistant: Harrison Gill
- EP/Managing Director: Brian Hrastar
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