As football fans across the Snacks country settle into the excitement and high stakes of playoff season, General Mills is tapping into the shared rituals that make game day special with the launch of its latest marketing initiative, the “Tastes Like a Touchdown” campaign. Designed to bring families, friends, and fans closer together through food, fun, and savings, the campaign stars Minnesota Vikings wide receiver Justin Jefferson alongside actor, former NFL player, and cultural icon Terry Crews.
At the heart of the campaign is a value-driven promotion that resonates with today’s budget-conscious consumers: “Spend $30, Get $10” on a wide range of General Mills game day staples. From beloved cereals and crunchy snacks to oven-ready favorites and bold Tex-Mex flavors, the promotion is aimed at making playoff gatherings—big or small—more accessible, delicious, and memorable.
Celebrating the Spirit of Football, On and Off the Field
Football has always been about more than just what happens on the field. It’s about traditions, togetherness, and shared moments—whether that means cheering with lifelong friends, watching the game with family, or enjoying a quiet matchup at home. Justin Jefferson, one of the league’s most dynamic wide receivers, echoes this sentiment in the campaign.
“On or off the field, football is all about having fun together,” Jefferson said. “Whether you’re with your teammates, watching the game with your folks, or even tuning in with your dog, that Game Day energy—especially when it’s fueled by the right snacks—can’t be beat.”
Jefferson’s presence brings authenticity and excitement to the campaign. Known for his electrifying plays and charismatic personality, he represents the modern fan experience: high-energy, passionate, and deeply connected to the joy of the game.
A High-Energy Hero Ad with Star Power
The campaign’s hero advertisement brings Jefferson together with Terry Crews, whose larger-than-life personality and football roots make him a natural fit. In the spot, the duo transforms an ordinary grocery run into a full-blown game day spectacle. Crews steps into the role of an enthusiastic coach, motivating shoppers with booming encouragement, while Jefferson delivers his trademark playmaking flair, turning aisles into end zones and savings into victories.
Together, they highlight how fans can “score big” with the $30/$10 offer across popular General Mills brands, including Pillsbury, Chex Mix, Cinnamon Toast Crunch, and Old El Paso. The ad blends humor, nostalgia, and football energy, reinforcing the idea that preparing for game day should be as fun as watching the game itself.
For Crews, the partnership is deeply personal. “General Mills was a staple in my life long before I picked up a football,” he said. “Whether I’m grabbing Chex Mix on-the-go or pulling something fresh from Pillsbury out of the oven when my kids come over for the biggest games of the week, these legendary brands ensure there is never a fumble—at least not one off the field.”
A Game Day Lineup That Covers Every Craving
One of the strengths of the “Tastes Like a Touchdown” campaign is the breadth of General Mills’ product portfolio, which spans nearly every grocery aisle. The company has curated its game day lineup to reflect how fans actually eat and entertain during football season, offering options for every taste, schedule, and level of effort.
Fuel the Fans:
Game day often starts early, and for many fans, breakfast cereals are part of the ritual. Brands like Cinnamon Toast Crunch, Honey Nut Cheerios, and Lucky Charms provide a familiar, crowd-pleasing way to kick off the day. Whether enjoyed straight from the bowl or reimagined in snack mixes and treats, these cereals offer comfort and nostalgia that resonate across generations.
Bring the Heat:
For fans who like their game day spread bold and customizable, Old El Paso delivers with taco shells, seasonings, and sauces designed for sharing. Build-your-own taco bars, loaded nachos, and spicy dips make it easy to feed a crowd while letting everyone tailor their plate. The brand’s focus on authentic, vibrant flavors aligns perfectly with the excitement and intensity of playoff football.
Snack Big:
No watch party is complete without snacks, and Chex Mix remains one of the most recognizable names in the category. Known for its satisfying crunch and variety of flavors—from classic savory blends to newer, bolder offerings—Chex Mix is positioned as the ultimate crowd-pleaser. It’s easy to serve, easy to share, and hard to resist, making it a game day essential.
Score the Win:
When it’s time to celebrate a big play—or console yourself after a tough loss—Pillsbury steps in as the undisputed MVP of easy entertaining. From flaky Crescent Rolls to Ready-to-Bake Cookies, Pillsbury products make it simple to serve warm, comforting snacks and desserts that feel homemade without the hassle. These oven-fresh treats often disappear as fast as they’re served, becoming part of the game day tradition.
Making Game Day Accessible for Everyone
According to Mindy Murray, Brand Experience Director at General Mills, the campaign reflects how fan celebrations are changing. “Game Day is evolving, and so are the ways fans celebrate,” Murray said. “We want everyone to feel like a Game Day champion. By combining great-tasting favorites with unbeatable value, we’re proving that you don’t need a big budget—or even a big crowd—to make Game Day memorable.”
This inclusive approach is especially relevant as more fans choose to celebrate at home, whether due to budget considerations, busy schedules, or a preference for smaller gatherings. The “Spend $30, Get $10” offer reinforces General Mills’ commitment to delivering value without compromising on quality or experience.
A Legacy of Game Day Storytelling
The “Tastes Like a Touchdown” campaign builds on General Mills’ long history of connecting its brands with football culture. Previous Game Day promotions have featured some of the sport’s most iconic families and duos, emphasizing tradition, legacy, and shared fandom. By pairing Jefferson and Crews, General Mills bridges generations—appealing to longtime fans while engaging younger audiences through humor and star power.
The campaign will roll out across television, streaming services, and social media platforms, ensuring broad reach during one of the most-watched periods of the sports calendar. The integrated media approach allows fans to encounter the message wherever they consume content, reinforcing the connection between football, food, and fun.
How Fans Can Score the Savings
Consumers can take advantage of the General Mills “Spend $30, Get $10” offer by purchasing participating General Mills products in a single transaction now through February 13, 2026. To redeem the offer, shoppers simply upload their receipts to ScoreWithGeneralMills.com by February 28, 2026.
As playoff season unfolds and anticipation builds toward the biggest games of the year, General Mills’ “Tastes Like a Touchdown” campaign reminds fans that some of the best moments happen off the field—around the table, on the couch, and in the shared joy of good food, great company, and the love of the game.
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