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Cheerios conducts Cheer Project campaign

General Mills Canada has begun a new campaign called "The Cheer Project" in support of its Cheerios cereal brand. The campaign encourages consumers to "spread cheer" for 21 days in order to make the practice into a habit. The marketing campaign includes the participation of television personality Tracy Moore, who will demonstrate her own 21-day effort to spread cheer on the Citytv show Cityline and on her own social media pages.

The campaign also includes billboard, television and online advertising, as well as social media activities. The creative uses the tagline, "Be the Cheer" and suggests possible actions a consumer can take. The campaign will also include an experiential component consisting of a promotional event.

"Every day on Cityline, I see the profound effect that small moments of cheer can have on your overall happiness, so I'm incredibly excited to be partnering with Cheerios on their mission to challenge Canadians to 'Be The Cheer' and spread positivity across the country," said Moore. "I'm taking on the challenge myself and can't wait to get started."

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