I recently learned that chocolate Lucky Charms exist. To be clear, that’s a special chocolate-flavored version of the cereal. With marshmallows in it. That shouldn’t really be an actual breakfast food, yet there it is on the shelf. The only thing wackier would be if there were a version containing nothing but marshmallows. Except that does exist, even outside of your dreams: General Mills is creating and giving away ten boxes in a promotion.

The marketing behind this campaign is something like the TV ads and social media marketing for McDonald’s all day breakfast: the company shows us tweets–at least some of which were probably posted while the marshmallow-wanter was under the influence–wondering why all-marshmallow Lucky Charms boxes don’t exist. Then they partially solve the problem with this sweepstakes.

Naturally, it’s all online, since that is where people go to express their unrequited desire for marshmallow-stuffed cereal boxes. For some reason, Biz Markie is involved. He explains the simple rules: post a public photo of yourself online, showing the empty space in your life where a box of dehydrated marshmallows could be. Add the hashtag #Lucky10Sweepstakes.

Or you could take eleven bucks of the money that you earn as a real live grown-up and just buy a pound of dehydrated marshmallows.

“Lucky Charms is one of the most Instagrammed cereals and these platforms are the right place to ignite and connect to the passion we hear about,” the marketing manager for the brand, Amanda Hill, is quoted saying in the sweepstakes announcement.

You have to be 13 to have an Instagram or Facebook account, though, so at least we know that this isn’t a product that will be marketed as “part of a complete breakfast” for elementary school-aged children. The chocolate version is, of course, but the all-marshmallow boxes are a more refined treat that you have to be older to appreciate. Maybe.

Win a box of Marshmallow Only Lucky Charms [General Mills]

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