Cheerios Offers Books As in-Pack Premiums
General Mills is using books as premiums to boost cereal sales.
Under the promotion, Cheerios is putting 5 million children’s books inside boxes of its cereal. The effort is part of the company’s ongoing Spoonful of Stories program to encourage reading.
This year, Cheerios came out with a new slate of Simon & Schuster Children’s Publishing books: “The New Girl…and Me” by Jacqui Robbins, “Everybody Needs a Rock” by Byrd Baylor, “Things that Are the Most in the World” by Judi Barrett, “Do You have a Hat?” by Eileen Spinelli and “Jakers! Piggley’s Treasure Hunt” adapted by Catherine Lucas.
Each book is sized to fit inside the boxes and packaged in cutout windows so customers can pick which title they want. General Mills is publishing one title, “The New Girl…and Me” in English and Spanish to attract a larger audience.
“Featuring children’s books inside Cheerios cereal boxes throughout our Spoonfuls of Stories program is a very tangible way that we can support parents and their children,” said Ricardo Fernandez, marketing manager for Cheerios. “Providing children with access to books and fostering their ability to grow up as readers is important.”
The premiums will be offered through early spring. On-pack materials support the program.
