Nestlé Cheerios brings the cheers with British Paralympic Association partnership campaign

Nestlé Cereal is launching its new campaign, “Bring the Cheer with Cheerios,” celebrating its partnership with the British Paralympic Association as we countdown to the Paris 2024 Summer Paralympic Games.

In this exciting initiative, Nestlé Cereals – makers of Cheerios – aims to inspire families and young people to rally behind the British athletes competing in Paris this summer.

Paralympic athletes Hannah Cockcroft OBE, Will Perry, Jack Hunter Spivey, Ellie Challis and Thomas Young will lead the charge as campaign ambassadors, engaging their social media followers with unique content and rallying support in the lead-up to the Games.

This multichannel campaign will captivate consumers 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 of the campaign but Nestlé Cereals will be promoting the campaign across its cereal portfolio, as it supports the British Paralympic Association and the athletes this summer.

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. The prize includes travel, accommodation, event tickets, in-venue hospitality access, and meals.

Additionally, the campaign will feature shopper and in-store activities in major UK supermarkets, including cross-category activations and on-shelf marketing, ensuring a broad reach and high engagement.

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.”

View the campaign video here: Bring The Cheer for ParalympicsGB in Paris – YouTube