General Mills, America's favorite cereal maker, has just launched its latest campaign featuring football brothers Travis and Jason Kelce.
"Cereal Training Camp" tracks the story behind the pair's upcoming Kelce Mix — a combination of the brothers' top three favorite cereals (Cinnamon Toast Crunch, Lucky Charms, and Reese's Puffs), which was announced last month.
In preparation for this grand endeavor, the brothers needed to prove that they had what it takes, undergoing a series of challenges to determine who would appear on cereal boxes (and make their own cereal).
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Now, General Mills is giving fans the chance to experience the thrill ahead of the cereal mix's release in September.
A series of exclusive videos and behind-the-scenes footage, which will be available on a special website, will depict how the Kelce brothers achieved cereal greatness.
“The only thing Travis and I know more about than football is cereal — so we’re honored to take home the victory and consider ourselves officially inducted into cereal culture with Kelce Mix,” Jason Kelce, Kelce Mix co-creator, said.
Fellow Kelce Mix co-creator Travis Kelce also chimed in, expressing how his childhood love for General Mills cereals led to this full-circle moment.
General Mills Brand Experience Director Mindy Murray shared in a news release that the extra-special partnership was a dream come true for both sides.
Aside from the special mix, the brand deal will also include limited-edition boxes of Honey Nut Cheerios, Cinnamon Toast Crunch, Lucky Charms, and Reese's Puffs, all featuring the pair's likeness and "Kelces' Pick" stamps of approval.
The Kelce range of cereals will be available nationwide for $5.69 in mid-September.
Additionally, a limited-edition box exclusive to the Walmart website will drop on September 28.
Travis and Jason Kelce are some of the biggest influencers in the sports world today, with a total of 9.3 million followers on Instagram alone.
It's no wonder that brands clamor to sign influencer partnerships with them. it allows them to spread brand awareness, widen reach, and promote audience growth through a strong following.
Kelce Brothers: Marketing Champs
This massive partnership can be traced back to the Kelce brothers' mega-hit YouTube podcast, "New Heights."
With nearly 2 million views per season and 2.42 million subscribers, the podcast is so successful that it just inked an exclusive $100 million deal (effective August 28) with Amazon's Wondery for ad sales and distribution.
In Episode 67 of the podcast, which premiered in December last year, the two ranked their top five cereal brands after receiving a prompt from a fan.
After ranking Reese's Puffs, Cinnamon Toast Crunch, and Lucky Charms in their top 3, the duo was eventually contacted by General Mills to form a collaboration.
This is just the latest in a series of massive brand deals for the brothers, who have promoted everything from vaccines to Kingsford's grills.
Travis Kelce, the current tight end for Super Bowl 58 champion Kansas City Chiefs, rose in popularity due to the athlete's relationship with Taylor Swift.
The Kelce brothers' massive success can be attributed to savvy management and good branding, which many of the top branding agencies on our directory can accomplish.
Editing by Katherine 'Makkie' Maclang
