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

Cinnamon Toast Crunch, Lucky Charms, Reese’s Puffs and Honey Nut Cheerios are fueling cereal fandom with larger-than-life prizes, exclusive merch and epic experiences.

MINNEAPOLIS--(BUSINESS WIRE)--From Cinnamon Toast Crunch loyalists to Lucky Charms obsessives, General Mills cereals have inspired devoted fans for generations. And now, those fans have something BIG to rally around. General Mills is passing the ball to sports legend and cereal superfan Shaquille O’Neal, to bring his big personality and love of competition to the first ever Biggest Fan Contest — inviting fans to prove their cereal devotion for the opportunity to win epic prizes, exclusive merch and unforgettable experiences inspired by General Mills Cinnamon Toast Crunch, Lucky Charms, Reese’s Puffs and Honey Nut Cheerios cereals.

"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,” said Shaquille O’Neal. “Lucky Charms has always been a favorite — those marshmallows never get old to me. This contest is a chance to celebrate that same excitement in fans everywhere who love cereal as much as I do.”

From cereal-themed tattoos to cereal bars at weddings, fans have found bold ways to show off their cereal love for years. With the Biggest Fan Contest, General Mills is giving their superfans the opportunity to prove their passion by uploading a photo or video and sharing why they deserve the title of Biggest Fan.

The competition will feature one massive grand prize plus four cereal-inspired fan experiences and a year’s supply of their favorite cereal:

• Grand Prize: A BIG trip to Shaq’s Fun House, including two VIP tickets and $1,000 spending cash, plus a BIG cash prize of $20K and a meet and greet with Shaq.
• Lucky Charms Pot of Gold: A cauldron complete with two 1 oz gold bars along with VIP tickets and a trip for two to Shaq’s Fun House.
• Cinnamon Toast Crunch Cinnafan Cave: A fully decked-out, Cinnadusted fan cave for the ultimate game day setup and tickets to Shaq’s Fun House.
• Reese’s Puffs VIP Pass: A “Very Important Puff” experience to Shaq’s Fun House plus $1,500 spending cash and a ride in style to one of the most talked-about parties of football’s biggest game, along with a custom Reese’s Puffs turntable and sound system.
• Honey Nut Cheerios “Bowl” Hot Tub: A BIG Honey Nut Cheerios bowl-inspired hot tub paired with Cheerios-themed lawn chairs, plus tickets to Shaq’s Fun House.

Fans who act fast can score even more — early entrants will unlock access to limited-edition brand-inspired merch, available while supplies last.

Hitting shelves this August, shoppers can also find a lineup of Fandemonium Faves including limited-edition boxes of Cinnamon Toast Crunch, Lucky Charms, Reese’s Puffs and Honey Nut Cheerios featuring custom tattoos inspired by each cereal so fans can show off their spirit. Plus, when shoppers spend $25 on select General Mills products, they can receive $10 back* by uploading their receipt at ScoreWithGeneralMills.com.

“Our cereal fans bring incredible passion and personality to the brands they love, and we believe we have some of the best fans out there,” said Megan Brooks, Business Unit Director for Family Favorite Cereals at General Mills. “With Shaq bringing his larger-than-life energy to the Biggest Fan Contest, we wanted to create a fun way for people to join in, show their love for their favorite cereals and compete for some seriously unforgettable prizes.”

Through December 31, 2026, fans can visit BiggestFanContest.com to enter for a chance to win. The top 100 highest-scoring entries will be evaluated by cereal content creator Ami Moyal, known online as @cereallife and recognized for his love of cereal culture and fandom. From there, Shaq will select the grand prize winner, who will be announced on National Cereal Day, March 7, 2027.

Beginning Monday, September 1, 2026, fans can see Shaq alongside a surprise lineup of cereal superfans in a new ad spot rolling out across TV, streaming and social platforms nationwide.

*Participating Products do not include Gushers, Fruit By The Foot, Fruit Roll-Ups, Betty Crocker Fruit Shapes, Mott’s, or Annie’s fruit snacks. Offer open only to legal residents of the 50 U.S. (including D.C.), 18 years old and older. To receive $10 reward, make a purchase of participating General Mills products of $25 or more (pre-tax, after any coupons or discounts at register/digital checkout, excluding shipping charges for online purchases) in a single transaction between 8/15/26 and 11/28/26. Blue Buffalo Nudges treats are a participating product; however, other products from Blue Buffalo and other pet brands are not eligible. Upload a photo of your original receipt at www.ScoreWithGeneralMills.com with purchase date, purchase price of qualifying items, and participating retailer by 11:59 p.m. CT on 12/13/26. Allow 4-6 weeks for the delivery of your reward, subject to verification. Reward will be provided via choice of PayPal, Venmo, Digital or Physical Prepaid Card. Reward not provided at register. Limit 1 redemption/$10 reward per household. Offer subject to full Terms and Conditions (including list of participating products) at www.ScoreWithGeneralMills.com. Paypal/Venmo are not sponsors or otherwise affiliated with this offer.

About General Mills

General Mills makes food the world loves. The company is guided by its Accelerate strategy to boldly build its brands, relentlessly innovate, unleash its scale and stand for good. Its portfolio of beloved brands includes household names like Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Totino’s, Annie’s, Wanchai Ferry and more. General Mills generated fiscal 2026 net sales of U.S. $18 billion. In addition, the company’s share of non-consolidated joint venture net sales totaled U.S. $1 billion. For more information, visit www.generalmills.com.

REESE’S and Reese’s Puffs trademarks, trade dress, REESE’S Orange Color and Crown Design are used under license.

Shaq™ and Shaquille O’Neal™ are trademarks of ABG-Shaq, LLC. Rights of Publicity and Persona Rights: ABG-Shaq, LLC. © 2026 ABG-Shaq, LLC.