The Kelces and the Watts Star in “Game Day” by General Mills, a New Campaign Inspired by the Superstitions That Bind Fans All Season

Rhea-AI Summary

General Mills (GIS) launches new 'Game Day' marketing campaign featuring the Kelce and Watt families, promoting football-themed products and game day traditions. The campaign showcases various General Mills brands including Old El Paso, Lucky Charms, Cinnamon Toast Crunch, and Pillsbury.

The company is releasing -edition football-themed packaging for cereals and introducing a Mega Bundle exclusively on Walmart.com in early January 2025, featuring Jason Kelce on Cinnamon Toast Crunch boxes. The campaign includes TV, streaming, and social media content, highlighting family game day traditions and featuring the brands' mascots.

Positive

• Strategic partnership with high-profile NFL families (Kelces and Watts) enhancing brand visibility
• Launch of -edition products with potential for premium pricing
• Exclusive distribution deal with Walmart for Mega Bundle products
• Multi-channel marketing campaign across TV, streaming, and social platforms

Negative

• None.

Insights

Marketing Analyst

This celebrity-driven marketing campaign shows General Mills strategically leveraging the immense popularity of the Kelce and Watt families to boost brand awareness and sales during football season. While the campaign features multiple prominent General Mills brands including Lucky Charms, Old El Paso and Pillsbury, its impact on $37.1B market cap GIS stock is likely minimal. Celebrity endorsements and seasonal marketing campaigns, while important for brand building, rarely move the needle significantly for large consumer staples companies.

The -edition football-themed packaging and Walmart-exclusive mega bundle represent typical seasonal promotional activities rather than material business developments. These marketing initiatives, while potentially driving short-term sales lift, are already factored into the company's regular operational planning and guidance.

Jason, Kylie and Donna Kelce join T.J. and J.J. Watt to reveal their favorite football food traditions, featuring must-haves from Old El Paso, Lucky Charms, Cinnamon Toast Crunch, Pillsbury and more in new prime time ad spot

MINNEAPOLIS--(BUSINESS WIRE)-- Lucky socks. Rally caps. Eating the same meal. Every football fan has their own game day superstitions to ensure the cheering they do from the couch will help their team win on the field. As football families, the Kelces and the Watts know more than most about game day traditions, which is why Donna, Jason and Kylie Kelce, along with T.J. and J.J. Watt, are teaming up to share their go-to rituals that bring that extra sideline support. Dive into General Mills’ new “Game Day” campaign to see how Jason’s perfectly arranged Lucky Charms marshmallows and J.J.’s Old El Paso taco tower ensure victory for their favorite teams.

T.J. and J.J. Watt and Donna, Kylie and Jason Kelce invite friends and families to perform their game day rituals with the help of popular General Mills brands. (Photo: Business Wire)

“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, from the Watt brothers’ Old El Paso taco creations, to the Kelce's one-of-a-kind Kelce Mix cereal, and Donna’s beloved Pillsbury recipes,” 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.”

The new campaign brings the camaraderie — and friendly competition — of football season to life in a lighthearted new spot with a family sitcom feel.

“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.”

In the Kelce household, game day starts with a bowl of a favorite General Mills cereal — even if Jason’s the only one replicating the Lucky Charms bite-by-bite play from the last game to help ensure a victory.

“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,” said the former Philadelphia 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,” said 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.”

General Mills’ lineup of products has something for every game day ritual, now featuring limited-edition packaging to help you get in the spirit any day of the week:

• Starting Lineup: Kick off game day with a winning lineup of family-favorite cereals from Lucky Charms, Honey Nut Cheerios, Cocoa Puffs and Trix in specially designed football packaging available at retailers nationwide. Plus, fans can purchase limited-edition “Cinnamoji” Toast Crunch with new printed football cereal pieces inside!
• Go Big: Fans can also get their hands on an exclusive Mega Bundle that includes a limited-edition Mega box of Cinnamon Toast Crunch featuring Jason Kelce packaging and a Mega bowl. The bundle will be exclusively available on Walmart.com in early January 2025.
• MVPs: Win tailgate season with versatile game day essentials, like flavorful fan-favorite Chex Mix, or the savory combinations from Old El Paso’s versatile line of sauces, seasonings and shells. From Stand ‘N Stuff™ Bold Nacho Cheese Taco Shells, to staples like Traditional Refried Beans and Enchilada Sauce, Old El Paso’s bold and authentic flavors are an essential addition to any spread. And don’t forget the must-have ingredient for any host: Pillsbury Crescent Rolls, which can be used to create a variety of popular game day dishes like biscuit dippers or pigs in a blanket.
• Sweet Victory: Touchdown with dessert from Pillsbury including limited-time Football Shape™ Cutout Cookie Dough and indulgent Ready to Bake!™ Chocolate Chip Cookie Dough. Stack ‘em up for a Doughboy-approved Double Stack!

Donna loves being able to bake something special for the family on game day, and with Pillsbury, she can take the guesswork out of sharing treats the whole family will love.

“I’ve had a lot of experience feeding two very hungry football players, and often times their teammates, on game day,” said 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.”

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

About General Mills

General Mills makes food the world loves. The company is guided by its Accelerate strategy to boldly build its brands, relentlessly innovate, unleash its scale and stand for good. Its portfolio of beloved brands includes household names like Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Yoplait, Totino’s, Annie’s, Wanchai Ferry, Yoki and more. General Mills generated fiscal 2024 net sales of U.S. $20 billion. In addition, the company’s share of non-consolidated joint venture net sales totaled U.S. $1 billion. For more information, visit www.generalmills.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20241216670012/en/

General Mills Communications

763-764-6364

media.line@genmills.com

Edelman

Lisette Rodriguez

lisette.rodriguez@edelman.com

 

Source: General Mills

FAQ

What new products is GIS launching for football season?

GIS is launching -edition football-themed packaging for cereals including Lucky Charms, Honey Nut Cheerios, Cocoa Puffs, and Trix, plus a Mega Bundle featuring Jason Kelce on Cinnamon Toast Crunch boxes exclusively at Walmart.com.

When will the GIS Mega Bundle with Jason Kelce be available at Walmart?

The exclusive Mega Bundle featuring Jason Kelce packaging will be available on Walmart.com in early January 2025.

Which athletes are featured in GIS's new Game Day campaign?

The campaign features Jason, Kylie, and Donna Kelce, along with T.J. and J.J. Watt.

What brands are included in GIS's Game Day marketing campaign?

The campaign includes Old El Paso, Lucky Charms, Cinnamon Toast Crunch, Pillsbury, Chex Mix, and other General Mills cereal brands.

Where will GIS's new Game Day campaign be advertised?

The campaign will be advertised on TV, streaming platforms, and social media channels.