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Cheerios resumes Be the Cheer promotion

General Mills Canada of Toronto has begun a promotion for its Cheerios cereal brand in advance of the 2021 Olympic Games in Tokyo. Called “Be the Cheer,” the promotion includes special packaging incorporating “Cheer Cards” on which consumers can write messages of support to Canadian athletes competing in the games. The cards will be included on boxes of Honey Nut, Multi-Grain and regular Cheerios for a limited time.

The promotion also includes advertising inviting consumers to make use of the cards. In addition, participating Canadian athletes will appear on Cheerios boxes in June, including sprinter Andre De Grasse, swimmer Penny Oleksiak, trampolinist Rosie MacLennan, skateboarder Matt Berger and diver Jennifer Abel.

“Cheer is a powerful thing,” said Emma Eriksson, vice-president of marketing at General Mills Canada. “It’s why we created the Cheer Card program over 10 years ago. We’ve seen the impact that they’ve had on athletes over the many years that we’ve been a proud supporter of Team Canada. It has been an extra-long road for them this year, and they need our support now more than ever. With approximately 400 Team Canada athletes expected to be far from home and juggling new restrictions, we can make every single athlete feel our cheer from afar.”

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