For the first time in the brand’s history General Mills will run an ad during the Super Bowl to support its Cheerios franchise, the company confirmed during a call with Wall Street analysts earlier this week. "It's not just an advertising idea," said General Mills COO Ian Friendly during the Dec. 18 call. "It's surrounded, by you know, a lot of social media. It is surrounded by a lot of promotions and work with our customers. It's going to be a big event for us." No word yet on creative details for the Super Bowl spot. Media spending for General Mills is up 2% for the first half of fiscal 2014.