- General Mills has recruited Travis and Jason Kelce as co-creators of a brand new cereal, dubbed the Kelce Mix, which is being promoted via a multi-part content series, per details shared with Marketing Dive.
- The Kelce Mix combines the brothers’ favorite General Mills cereals, Cinnamon Toast Crunch, Lucky Charms and Reese’s Puffs, in a single box. In preparation for the discharge, the brothers attended “Cereal Training Camp,” a journey that can be showcased in TV and online ads.
- Additionally, limited-edition Kelces’ Pick collectible boxes can be available for cereals including Honey Nut Cheerios, Cinnamon Toast Crunch, Lucky Charms and Reese’s Puffs. The Kelce Mix and collectible boxes can be available at retailers nationwide starting mid-September.
General Mills has struck a partnership with football-playing brothers Travis and Jason Kelce, the tight-end for the Kansas City Chiefs and now-retired center for the Philadelphia Eagles, respectively, for a well-timed effort that taps into the duo’s love of cereal. The brothers last 12 months on their popular “New Heights” podcast ranked their favorite cereals, lots of that are owned by General Mills.
Now, the duo is serving as co-creators of General Mills’ latest Kelce Mix cereal. In preparation for the job, the brothers attended Cereal Training Camp where they participated in cereal-themed challenges to win the prospect to create their special cereal and be featured on limited-edition Kelces’ Pick boxes. In advance of the cereal becoming available in September, consumers can watch footage from the training camp via a series of videos. The content can be featured in each TV and online ads, while more extensive footage and behind-the-scenes content can be available at a chosen microsite.
Consumers can buy the Kelce Mix cereal and limited-edition Kelce Picks boxes at retailers nationwide for $5.69 starting in mid-September. Additionally, a limited-edition Walmart.com exclusive box will drop on Sept. 28 while supplies last. The tie-up with the football duo could help strengthen loyalty amongst each cereal fans and sports fans alike, particularly those that tune into the “New Heights” podcast. Marketing around sports has endured as a well-liked strategy amongst brands starting from State Farm to Celsius to Coca-Cola.
The partnership from General Mills follows plenty of other buzzy marketing plays by the CPG giant geared toward reaching a wider audience. For instance, Lucky Charms celebrated the return of its limited-edition Magic Gems cereal with the launch of a free augmented reality game called “Journey to the Magic Gems.” Similarly, Reese’s Puffs shared its vision for the longer term of breakfast with its first experiment within the metaverse along with a high-end fashion collaboration.
General Mills recently reported quarterly net sales totaling $4.7 billion, a year-over-year decrease of 6%, in line with its fiscal Q4 2024 earnings report. For the complete 12 months, the marketer said net sales totaled $19.9 billion, a 1% decline from the 12 months ago period.
Read the complete article here
