General Mills Taps Shaq to Find Cereal’s Biggest Fan

General Mills is putting cereal superfans in the spotlight with its first-ever Biggest Fan Contest, teaming up with sports legend and longtime cereal lover Shaquille O’Neal. Fans of Cinnamon Toast Crunch, Lucky Charms, Reese’s Puffs and Honey Nut Cheerios can enter by uploading a photo or video that shows why they deserve the title of Biggest Fan. The competition comes with some seriously big prizes, including a grand-prize trip to Shaq’s Fun House with VIP tickets, $20,000 cash and a meet-and-greet with Shaq, as well as four cereal-inspired experiences ranging from a Cinnamon Toast Crunch fan cave to a Honey Nut Cheerios bowl-shaped hot tub. 

The campaign extends beyond the contest, giving cereal fans more ways to show their fandom. Limited-edition “Fandemonium Faves” boxes featuring cereal-inspired custom tattoos are hitting shelves in August, while early contest entrants can unlock limited-edition merch while supplies last. Fans can enter the Biggest Fan Contest through December 31, 2026, with cereal creator Ami Moyal (@cereallife) helping evaluate the top 100 entries before Shaq chooses the grand-prize winner. The winner will be announced on National Cereal Day, March 7, 2027, and fans can also catch Shaq and a surprise lineup of cereal superfans in a new national ad campaign beginning September 1. 

Why it matters: 

• The campaign gives longtime cereal fans a chance to become part of the brands they already celebrate. 
• Shaq’s personality, competitive spirit, and genuine love of cereal give the campaign a natural connection to sports and fandom. 
• From store shelves and social content to experiential prizes and Shaq’s Fun House, General Mills is creating ways for fans to engage well beyond the cereal aisle. 

Learn more here: Shaquille O’Neal and General Mills Search for America’s Biggest Cereal Fans, Offering Big Prizes and Exclusive Merch 

Further reading: Designing Loyalty Programs That Stand Apart