News Releases

Oct 02, 2018

Eat Good, Do Good with Honey Nut Cheerios Good Rewards program


Rob Gronkowski, Lucy Hale and Michael B. Jordan kick-off competition rallying families to do good by collecting ‘Buzzcoin’ for their favorite charities

MINNEAPOLIS, Minnesota – Honey Nut Cheerios announced the launch of Good Rewards - a fun, interactive, family-friendly program meant to encourage people to pay it forward by collecting 'Buzzcoin' for their team. Adding some friendly competition to the program, the iconic cereal brand has enlisted three talented celebrity do-gooders to serve as team captains – professional football superstar, Rob Gronkowski; television favorite and animal lover actress, Lucy Hale; and actor and producer, Michael B. Jordan. At the end of the competition, the team that earns the most Buzzcoin will win $100,000 for their charity, courtesy of Honey Nut Cheerios. The 2nd place winner will receive a $50,000 donation and the 3rd place winner will receive $25,000.

“We know people of all ages want to make a positive impact on the world, and through Good Rewards we seek to harness that spirit and give families a place where they can come together, do good - and have fun in the process,” said Susan Pitt, senior marketing communications manager, General Mills. “With the help of our awesome team captains, Buzz the Bee and Honey Nut Cheerios are on a mission to help the good go round with a little bit of friendly competition.”

Now through April 2019, families will have the opportunity to team up with their favorite celebrity captain and collect the most Buzzcoin - a digital game currency located on the back of boxes of Honey Nut Cheerios - for their respective charity. To participate in Good Rewards, fans can visit, select the team they want to support and scan the Buzzcoin symbol on any specially-marked Honey Nut Cheerios box to score points for the team of their choice.

Participants can also unlock exclusive games and have a chance to win cool prizes like gift cards and tech - or even the grand prize which is $10,000 for themselves and $10,000 for the charity of their choice - just by scanning Buzzcoin for their team.

The Good Rewards team roster includes:

• Rob Gronkowski for The Gronk Nation Youth Foundation – For years, Gronkowski has inspired young people to reach their maximum potential in everything they do. Representing The Gronk Nation Youth Foundation, a charity dedicated to helping kids stay actively involved in school and sports, Gronkowski will continue his mission as a Good Rewards captain, encouraging kids to do good.

• Lucy Hale for the American Society for the Prevention of Cruelty to Animals (ASPCA) – As an animal-lover with a passion for giving back, Hale exemplifies the spirit of Good Rewards. She will lead her team on behalf of the ASPCA, the first animal welfare organization founded in North America, which serves as the nation's leading voice for animals.

• Michael B. Jordan for Feeding America – Not only a superhero on-screen, but now in real life, Jordan has a passion for helping others and will be competing for Feeding America, the nation's largest domestic hunger relief organization leading the charge to help end hunger in our country.

At the end of the competition, the team that earns the most Buzzcoin will win $100,000 for their charity, courtesy of Honey Nut Cheerios. The 2nd place winner will receive a $50,000 donation and the 3rd place winner will receive $25,000.

To learn more about Good Rewards and how to get involved, visit

About General Mills 
General Mills is a leading global food company that serves the world by making food people love. Its brands include Cheerios, Annie's, Yoplait, Nature Valley, Häagen-Dazs, Betty Crocker, Pillsbury, Old El Paso, Wanchai Ferry, Yoki, Blue Buffalo and more. Headquartered in Minneapolis, Minnesota, USA, General Mills generated fiscal 2018 consolidated net sales of US $15.7 billion, as well as another US $1.1 billion from its proportionate share of joint-venture net sales.