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Cheerios begins Cherish the Good campaign

General Mills Canada has begun a new advertising campaign called “Cherish the Good” for its Cheerios cereal brand. The effort is tied to the brand’s sponsorship of the Canadian Olympic and Paralympic teams. It features athletes including decathlete Damian Warner, wheelchair basketball player Cindy Ouellet, swimmer Maggie MacNeil, diver Caeli McKay and spinter Aaron Brown. According to the company, the creative highlights “how small moments of good can spark some of life’s greatest achievements.” The campaign includes a 30-second television commercial, advertising placements and special content during the event broadcasts on CBC and SRC, special product packaging and a social media promotion.

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