General Mills to advertise its Cheerios brand cereal during Super Bowl

ST. PAUL, Minnesota , December 4, 2013 () – Cereal bowl, meet Super Bowl.

General Mills said Wednesday that for the first time ever, it plans to advertise its flagship Cheerios cereal during the big game.

The Golden Valley-based foodmaker is keeping details of its Super Bowl ad under wraps, but it did drop a few hints.

"Historically, what's really worked for Cheerios is emotional storytelling that involves families and children, and connections and relationship," Camille Gibson, vice president of marketing for Big G cereals, said on the corporate blog. She promised "a beautiful story about a family and their love for each other."

That alone would make it different from many Super Bowl ads, which have a history of trying to be edgy, or snarky, or filled with busty women and clueless dudes.

The Super Bowl virtually always rates as the year's highest-rated telecast. Last year's game between the Baltimore Ravens and San Francisco 49ers drew 108 million viewers, the third-largest number in history.

Cheerios has historically been the United States' top-selling cereal, although in recent years that spot has been taken over by its younger sibling, Honey Nut Cheerios.

Tom Webb can be reached at 651-228-5428. Follow him at


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