Hy-Vee aims to appeal to football fans

Mahomes Magic Crunch is being sold as a Hy-Vee store brand

West Des Moines, Iowa-based Hy-Vee is leveraging the popularity of Kansas City Chiefs quarterback Patrick Mahomes to promote online grocery delivery.

In a new ad, Mahomes accidentally throws footballs into the yards and homes of his neighbors who are all preparing meals. To compensate for the mistake, Mahomes shops on Hy-Vee’s website and gets them groceries, which he then personally delivers to their homes.

The launch of the commercial comes shortly after the company announced that it has developed a private brand cereal created in partnership Mahomes and his foundation. The cereal debuted on store shelves in select cities on Aug. 1.

Mahomes Magic Crunch is being sold as a Hy-Vee store brand and is available in select Hy-Vee stores in southern Iowa, Kansas, Missouri and Nebraska for a limited time.

“Patrick Mahomes is a true MVP both on and off the field, and is a terrific role model for our customers and football fans alike,” said Donna Tweeten, Hy-Vee’s chief marketing officer and chief customer officer. “We’re excited to partner with his foundation to launch this new cereal celebrating the very special ‘Mahomes magic’ that he’s brought to football fans across the country.”

This limited-edition collector’s product is expected to raise $25,000 for the 15 and the Mahomies Foundation. Those proceeds will be donated to help underserved children in Kansas City, Mo., and surrounding areas.

To watch Hy-Vee’s latest commercial with Mahomes, click here.