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Cheerios® Big Game Commercial Goes Deep for Family Time

Ad, The Family Breakfast Project and 1 Million Free Boxes Celebrates Togetherness

MINNEAPOLIS, Jan. 29, 2014 /PRNewswire/ -- For the first time in its 73-year history, Cheerios® will appear in an ad during the big game, celebrating those special moments that can occur at the breakfast table with family. 

(Photo:  http://photos.prnewswire.com/prnh/20140129/NY54655 )

The iconic cereal, which has always stood for precious moments with family -- from a toddler's first finger food to millions of bowls shared at the breakfast table – will showcase another Cheerios story about family love with its Feb. 2 commercial.

The ad, titled "Gracie," marks the return of the family from the popular "Just Checking" ad released in May 2013. We find the family back at the breakfast table, sharing a sweet moment when the father announces to Gracie that she'll be a big sister. Not to be out-done, Gracie takes this opportunity to campaign for her own family addition -- a puppy.

"Cheerios is about families and love and connections — and breakfast," said Camille Gibson, vice president of marketing for Big G cereals. "Our new Cheerios ad celebrates one of those special moments with a family that America fell in love with. The brand is at its best when it reveals moving insights about what connects us to each other, especially as families, and often through the lens of a child."

Families Grow Stronger at the Breakfast Table

The ad's message will come to life through The Family Breakfast Project, a partnership with a non-profit organization called The Family Dinner Project, which champions dinner as an opportunity for families to connect through food, fun and conversation about things that matter. Cheerios is encouraging families to find seven minutes for sharing breakfast together. The program offers a digital toolkit with food prep ideas, conversation starters and activities and games to help families connect at breakfast.

"We know that it's often challenging for families to find time to sit down together and connect over a meal," said John Sarrouf, executive director of The Family Dinner Project. "That's why our mission is to make dinner easier, more fun and more meaningful. We're excited to have a partner like Cheerios that recognizes the value of spending time at the table. Together, we see breakfast as another opportunity to promote healthy habits, and help bring families closer."

Cheerios will be making it easier to share a bowl together by giving away 1 million boxes of Cheerios cereal from Jan. 29th - Feb. 15th through a buy one, get one coupon offer  that can be printed at Cheerios.com and redeemed at retailers nationwide.

About Cheerios
Cheerios, America's No. 1 cereal, debuted in 1941 as Cheerioats.  The nation's first ready-to-eat oat cereal has since become one of the most trusted and recognized brands in America.  In fact, one of every 10 boxes of cereal sold in America is a box of Cheerios.  General Mills' popular franchise includes Cheerios, Honey Nut Cheerios, Multi Grain Cheerios, Multi Grain Cheerios Peanut Butter, Chocolate Cheerios, Frosted Cheerios, Fruity Cheerios, Apple Cinnamon Cheerios, Dulce de Leche Cheerios, Berry Burst Cheerios, Yogurt Burst Cheerios, Banana Nut Cheerios and Cheerios Crunch.  Cheerios also has a publishing division that includes the popular Cheerios Play Books and other activity books.  For more information, go to www.cheerios.com.

About General Mills
General Mills is one of the world's leading food companies, operating in more than 100 countries around the world.  Its brands include Cheerios, Fiber One, Haagen-Dazs, Nature Valley, Yoplait, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Wanchai Ferry, Yoki, and more.  Headquartered in Minneapolis, Minn., USA, General Mills had fiscal 2013 worldwide sales of US $17.8 billion.

About The Family Dinner Project

The Family Dinner Project champions family dinner as an opportunity for families to connect through food, fun and conversation about things that matter. Through online resources and community-based programs, The Family Dinner Project helps families improve the quantity and quality of their meals together – making dinner simpler, more nutritious, more fun and more meaningful. Learn more at http://thefamilydinnerproject.org/.

SOURCE Cheerios

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