Nestlé Cereals has launched a new campaign – Bring the Cheer with Cheerios – celebrating its partnership with the British Paralympic Association ahead of the Paris 2024 Summer Paralympic Games.
The brand stated that the initiative aims to inspire families and young people to rally behind the British athletes competing in Paris.
Paralympic athletes Hannah Cockcroft OBE, Will Perry, Jack Hunter Spivey, Ellie Challis and Thomas Young are campaign ambassadors, engaging their social media followers with content and rallying support in the lead-up to the Games.
This multichannel campaign will run across various platforms – from on-pack promotions and in-store activations to digital, social media and PR channels – driving awareness and encouraging participation.
Cheerios will be the focus product, but Nestlé Cereals will be promoting the campaign across its cereal portfolio.
A highlight of the campaign is the main on-pack promotion, offering shoppers a chance to win a trip to the Paris 2024 Summer Paralympic Games.
Additionally, the campaign will feature shopper and in-store activities in major UK supermarkets, including cross-category activations and on-shelf marketing.
Sarah Fordy, Head of Marketing, Cereal Partners UK – makers of Nestlé Cereals in the UK, said: “We are immensely proud of our partnership with the British Paralympic Association and launch the ‘Bring the Cheer with Cheerios’ campaign. This initiative is about more than just support, it is about rallying communities to celebrate the spirit of the Paralympics and cheer on our exceptional athletes as they compete on the world stage.
“Through engaging on-pack promotions, exciting in-store activations, and vibrant digital and social media content, we’re creating multiple touchpoints across all our cereal brands, including Cheerios, for consumers to get involved. The campaign aims to bring families and young people closer to the Paralympic experience, culminating in the chance to win an unforgettable trip to Paris 2024.”
