Dive Brief:
- General Mills is bringing well-known football players and their families together in a new campaign that incorporates several of the marketer’s top food brands, according to a press release.
- In “Game Day,” the Kelce and Watt families — including NFL player T.J. Watt and retired players Jason Kelce and J.J. Watt — bond over friendly competition while enjoying signature General Mills brands, such as Lucky Charms and Old El Paso. The campaign is set to air across TV, streaming and social platforms in December.
- Limited-edition products and packaging celebrating football season round out the effort. A Walmart.com-exclusive bundle that includes a box of Cinnamon Toast Crunch featuring Jason Kelce will be available in January.
Dive Insight:
General Mills is associating two of the biggest families in football with some of its most recognizable mascots and products in a campaign that reaches across Pillsbury, Lucky Charms, Old El Paso and more. Campaign spots show both families exchanging game-day superstitions as General Mills mascots stand in the background. The Kelce family stands by cereals and baked foods, while the Watt brothers show off tacos.
The Kelce and Watt families are already General Mills partners, and “Game Day” brings them together in the style of a sitcom. The campaign features T.J. and J.J. Watt along with Donna, Jason and Kylie Kelce. Both families have become advertising darlings of late. The Watts recently teamed up with Dick’s Sporting Goods to recreate iconic Christmas movie scenes for the retailer’s holiday campaign. In August, General Mills worked with Jason Kelce and brother Travis on a cereal-based partnership.
The CPG’s “Game Day” campaign coincides with both the holiday season and football season, helping General Mills products stay top-of-mind for shoppers and sports fans.
General Mills experienced a 2% sales increase in the second quarter of its fiscal 2025, with net sales reaching $5.2 billion, according to an earnings statement. The company reported a 1% increase in organic net sales.
“Game Day” isn’t the only campaign from the packaged foods giant in recent months. In October, the company worked with Dentsu Creative on a campaign featuring the “I Think You Should Leave” crew to promote Totino’s.
