Cheerios serves up new campaign ahead of Paris Olympics

General Mills brand Cheerios is launching a new campaign ahead of the 2024 Olympic and Paralympic Games.

The Cherish the Good platform features Team Canada athletes Damian Warner (decathlon), Cindy Ouellet (wheelchair basketball), Maggie MacNeil (swimming), Caeli McKay (diving) and Aaron Brown (sprinting).

This campaign marks General Mills’ 26th year supporting Team Canada, and its first partnership with the Paralympics.

It features a 30 second TV commercial, an exclusive cereal partnership with CBC and SRC—including commercial placements during the Games, a digital takeover, a documentary highlighting Warner’s journey to the Olympics and more—and limited-edition packaging and in-store displays.

The brand is also launching the Cheerios Summer Games, a social challenge where Canadians can host their own games in their backyard. Participants can post user-generated content of them playing the games on Instagram and TikTok for a chance to win prizes.

Watch the spot below: