Cheerios Celebrates Olympic and Paralympic Dreams

Building on its partnerships with Team Canada since 1998 and with the Canadian Paralympic Team since 2024, General Mills Canada is launching a new national Cheerios campaign titled Full Circle. Developed in collaboration with Cossette, the campaign celebrates the brand’s long-standing commitment to Canadian athletes.

Inspired by the true story of Marie-Philip Poulin, the campaign highlights the generational impact of Cheerios’ sponsorship program. In 2002—the year women’s hockey made its Olympic debut—a young Marie-Philip discovered Team Canada, and more specifically, Cassie Campbell, who appeared on a Cheerios box. Twenty-four years later, it’s Poulin’s turn to be featured and to inspire the next generation of athletes.

The campaign broadens its scope by also featuring Canadian Paralympian Mark Arendz on the Cheerios multi-grain box, reinforcing the brand’s commitment to reflecting the diversity of athletic journeys through a gesture as simple as it is symbolic: making space, on a cereal box, for athletes whose stories resonate well beyond the field of play.

The campaign rolls out nationally during the Milano Cortina 2026 Winter Olympic Games (February 6 to 22) and continues throughout the Paralympic Games, from March 6 to 15, 2026, across multiple touchpoints: TV (15- and 30-second spots on CBC), digital and streaming platforms, OOH and online media. A long-form version of the film (65 seconds) is featured on Cheerios and General Mills’ channels and serves as the campaign’s PR centerpiece.