Kellanova kicks off football camps campaign

Roadshow highlights new Kellogg’s initiative

The Kellanova team with the Kellogg's-branded "changing room" van during their visit to Scotland.
The Kellanova team with the Kellogg’s-branded “changing room” van during their visit to Scotland.

THE Kellanova team has been on a visit to Scottish wholesalers and retailers to celebrate the launch of its Kellogg’s Football Camps that will be running during the school summer holidays.

The company behind the famous breakfast brand has secured a multi-year deal to run the initiative with Celtic, Rangers, Manchester City and the English Football League.

Across the UK, more than 30,000 free places at football camps for children aged five to 15 years old will be up for grabs this summer, including hundreds of places in Scotland.

The Kellogg’s Football Camps are advertised on pack across all cereal brands and snacks to raise awareness with consumers, backed up by in-store activation.

The camps are the latest in a long line of Kellogg’s activities within the community, from swimming badges through to its Breakfast Club programme, and reflects the brand’s commitment to supporting children to get active.

“This is a multi-year partnership that we will be looking to build on each year,” said Hannah Fearnley, head of wholesale at Kellanova. “We want to create a legacy, not a flash in the pan, and we’re delighted to help children follow in the footsteps of their footballing heroes and get on to the pitch this summer.”

The visit north of the border was part of a five-day dedicated wholesale and retail roadshow across the UK that featured a Kellogg’s-branded “changing room” van, coupled with depot takeovers, giveaways and promotions, as well as prizes such as match tickets and signed football shirts.

The large activation area in the entrance of the United Wholesale Scotland depot at Queenslie in Glasgow.
The large activation area in the entrance of the United Wholesale Scotland depot at Queenslie in Glasgow.

Retailers also had the opportunity to win playing strips for their local football clubs over a 12-week period.

In Scotland, the Kellanova team spent the day visiting United Wholesale Scotland and United Wholesale Grocers depots in Glasgow, as well as a Day-Today store in the city and a Clydebank Co-op KeyStore.

Pupils from nearby Aultmore Park Primary School were invited to join in the fun at the UWS Queenslie depot, while visiting retailers couldn’t miss a large activation area in the entrance.

Fearnley told Scottish Grocer: “Last year, the cereals category was valued at £1.4billion in the UK, and Kellogg’s is the biggest cereal manufacturer (31% of value sales) and the largest in independents (49% of value sales).

“We are committed to supporting wholesalers, symbol groups and retailers as their stores are at the heart of our communities.

“A great grocery range is essential for these stores to grow, and cereal plays a key role in this.

“Seven of the top 10 cereal brands in independents are Kellogg’s family favourites. We know that by stocking these, retailers will be maximising the opportunity to drive sales, while providing their customers with the products they most want to buy.”