Cheerios & Walmart’s Give The Gift of Cheerios In-Store Activation

In a nearly 4-year consumer activation, General Mills and Walmart joined forces to make spreading surprise and delight accessible to everyone who bought a box of Cheerios.

The Solution

In-Pack Redemption Codes

To catch eyes and convert shoppers in store, General Mills placed promotional materials and details on the outside of Cheerios boxes. To further to incentivize purchase, redemption codes were printed on the inside of all participating boxes of cereal.

Amplified Surprise & Delight

Once purchased, consumers could use their coupon codes to not only get a free box of cheerios, but also “Give the Gift of Cheerios” and send a digital coupon to a friend or family member to redeem a box of their own.


Code Redemption Rate


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