General Mills is launching a nationwide contest that gives cereal fans the chance to win cash, exclusive prizes, and trips by showing how much they love their favorite breakfast cereal.
The company's new Biggest Fan Contest features four of its best-known cereals: Cinnamon Toast Crunch, Lucky Charms, Reese's Puffs, and Honey Nut Cheerios. Former NBA star Shaquille O'Neal is partnering with the company for the promotion.
"I have been eating cereal my whole life, and I'm still just as excited about it now as I was when I was young," O'Neal said. "Lucky Charms has always been a favorite. Those marshmallows never get old to me."
How the contest works
Fans can enter by uploading a photo or video explaining why they deserve to be named General Mills' Biggest Fan.
The grand prize includes a $20,000 cash award, two VIP tickets to Shaq's Fun House, $1,000 in spending money, and a meet and greet with O'Neal.
Four additional winners will receive cereal-themed prize packages, including:
- A Lucky Charms prize featuring two 1 ounce gold bars and a trip for two to Shaq's Fun House.
- A Cinnamon Toast Crunch fan cave designed for watching games, along with tickets to Shaq's Fun House.
- A Reese's Puffs VIP experience that includes spending money, transportation to Shaq's Fun House, and a custom Reese's Puffs turntable and sound system.
- A Honey Nut Cheerios prize featuring a cereal bowl inspired hot tub, themed lawn chairs, and tickets to Shaq's Fun House.
People who enter early can also receive limited edition merchandise while supplies last.
Special cereal boxes arrive this month
Starting in August, shoppers will find limited edition boxes of Cinnamon Toast Crunch, Lucky Charms, Reese's Puffs, and Honey Nut Cheerios featuring cereal inspired tattoo designs.
General Mills is also offering a $10 reward to eligible shoppers who spend $25 on participating General Mills products between Aug. 15 and Nov. 28, 2026, and upload their receipt through the company's promotional website. Terms and eligibility requirements apply.
Winners announced in 2027
The contest is open through Dec. 31, 2026.
The top 100 entries will be reviewed by cereal content creator Ami Moyal, who is known online as @cereallife. O'Neal will then choose the grand prize winner, who will be announced on National Cereal Day on March 7, 2027.
General Mills said a new advertising campaign featuring O'Neal and several cereal fans will begin airing on television, streaming services, and social media starting Sept. 1.