General Mills' sports family-studded “Game Day” campaign

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General Mills’ sports family-studded “Game Day” campaign

27 Dec 2024

Maddie Lambert

Maddie Lambert is a copywriter and editor from Joplin, MO. She graduated from Missouri Southern State University with a Bachelor of Arts in English – literary studies. When she’s not poring over the magazine or lost in the pages of a new novel, you can find Maddie exploring her local bookstores, spending time with her husband, or sharing her latest literary discoveries with fellow book enthusiasts.

MINNEAPOLIS — At the height of the NFL season, General Mills launched its new “Game Day” campaign in collaboration with the Watt and Kelce families.

Donna, Jason and Kylie Kelce, along with T.J. and J.J. Watt, are teaming up to share their game-day rituals from a consumer standpoint.

“For the past two years, the Watt and Kelce families have been our MVPs, helping us create unforgettable experiences that connect consumers to our products in meaningful ways,” said Dayna Needham, manager, brand experience, portfolio and division events at General Mills. “Now, we’re inviting football fans to share their game day superstitions and traditions, to ensure everyone wins on game day.”

General Mills customized its product portfolio for campaign, which now features limited-edition packaging. The lineup includes specially designed football packaging on its array of cereals; a Mega box of Cinnamon Toast Crunch featuring Jason Kelce packaging and a Mega bowl; Pillsbury’s limited-time Football Shape Cutout Cookie Dough and Ready to Bake! Chocolate Chip Cookie Dough; and game-day snacks, including Chex Mix, Stand ‘N Stuff Bold Nacho Cheese Taco Shells and Pillsbury Crescent Rolls.

The campaign will include surprise appearances from a lineup of General Mills’ mascots —including Cinnamoji, Lucky the Leprechaun and the Pillsbury Doughboy — and air on TV, streaming services and social platforms this month. Consumers can purchase the limited-edition football-inspired General Mills products online and at retailers nationwide while supplies last.

General Mills joins other companies such as Mondelez International’s OREO brand in engaging consumers through football-themed packaging and product revamps.

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