General Mills and Amazon are capitalizing on the popularity of Honey Nut Cheerios to reward the brand’s fans and incentivize new Amazon Prime memberships.
The promotional partnership — timed around Amazon Prime Day, which will run for 36 hours, starting on July 16 — isn’t surprising, given that Honey Nut Cheerios is the top-selling brand on Amazon Prime Pantry.
Now through July 31, Amazon Prime members who purchase $40 or more on Prime Pantry can add a free family-size box of Honey Nut Cheerios to their carts, and also receive $10 off their orders.
To further reward Prime members and maximize uptake of the freebie (and valuable consumer data collected via all orders), starting July 16, the offer will also be available to members who make a qualifying purchase through Amazon Fresh or Amazon Prime Now.
The offer can be redeemed on the brand’s Amazon product page (maximum one free box per order).
"We want all Prime members, new and old, to have the chance to savor what makes Honey Nut Cheerios America's number-one cereal,” said Susan Pitt, senior marketing communications manager, General Mills.
At the company’s annual investor day last July, General Mills executives reported that e-commerce represented about 1.5% of its total sales. That is expected to grow to 5% by 2020.