Promotional & POP

Athlete teams up with cereal brand

Posted: May 17, 2016 by
Katie Gravely

Last year, José Bautista flipped his bat during the Toronto Blue Jays’ playoff run. Now, he’s teaming up with General Mills’ Cinnamon Toast Crunch and Golden Grahams Crunch cereal.

General Mills Canada announced the partnership with Bautista today, which will see the Blue Jays slugger on cereal boxes for a limited time only, while supplies last, according to a release.

General Mills Canada is also supporting the Bautista Family Education Fund, the Jays Care Foundation and the Breakfast Clubs of Canada with a $10,000 donation to each.

"Not only is José Bautista loved by baseball fans all across Canada, he personally loves both Cinnamon Toast Crunch and Golden Grahams Crunch – so it's a true grand slam of a partnership," says Dale Storey, Vice President Marketing, Consumer Insights & Trade Marketing, General Mills Canada.

A release says, the origin of the partnership traces back to Bautista's own social media activity and love of the products. Last season he posted selfies with boxes of Cinnamon Toast Crunch and Golden Grahams Crunch cereals, General Mills took note.