Kellogg’s is celebrating fifteen years of support for British Swimming in 2012 with a raft of activity to excite consumers in the lead up to the Olympics.
From January to March 2012, Kellogg’s is offering consumers a ‘Free Kids Swim’ on 30 million packs of cereal to encourage families to take the plunge together. Working with the Amateur Swimming Association, the cereal company has secured the participation of over 700 pools across the UK so families will be able to get fit and have fun in their local pool using their Kellogg’s vouchers.
From April to June, the kids and family cereal brands , including Corn Flakes, Coco Pops and Rice Krispies, will offer consumers a ‘Free Kid’s towel’ when you collect three special tokens which will feature on pack.
World Silver medallist and top British swimmer Hannah Miley will front the campaign – one of six athletes that form Team Kellogg’s. Hannah has received sponsorship from the cereal company since 2006 which has helped her progress through the rankings and more recently achieve medal success on the world stage.
The £2 million campaign will be supported by a media plan consisting of TV, radio & digital and the TV ads, created by Leo Burnett, will air in February and May.
Debbie Thomas, brand experience manager at Kellogg’s, said: “Kellogg’s has been a long standing supporter of grassroots swimming in the UK so we’re really excited about both the Free Kids Swim and Free Towel promotions as both will hopefully get more people in the pool which is really important to us.”
Kellogg’s is also the official breakfast cereal and cereal bar of the British and Irish swimming teams, providing food for the athletes all training camps leading up to the Olympic Games as well as all Amateur Swimming Association events in the UK.
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