Nestlé Cheerios strengthens support of Paralympic Games

Nestlé brings the Cheers for the Paralympics

Promtional image for Nestlé Cereals new campaign for Cheerios supporting the British Paralympic Association.
Nestlé Cereals is set to bring the cheer with its new campaign in support of the British Paralympic Assocation ahead of the 2024 Paris Paralympic Games.

Nestlé Cereals has launched its new campaign in support of the British Paralympic Association as the countdown to the Paris 2024 Summer Paralympic Games continues.

In this new initiative from the cereal producer, Nestlé will champion both the strength of Britain’s Paralympic athletes as well as its Cheerios cereal brand with its new ‘Bring the Cheer!’ campaign to inspire families to rally behind the British Paralympic team.

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

While Cheerios will be the focus product of the campaign, Nestlé has said its other cereal brands will also be promoting the campaign throughout the summer months.

The multichannel marketing will captivate consumers across a breadth of platforms, from on-pack promotions and in-store activations to digital, social media and PR channels to help drive awareness and encourage participation.

The highlight of this campaign is the main on-pack promotion though, says Nestlé Cereal, where shoppers will be in with a chance to win a trip to the Paris 2024 Summer Paralympic Games, inclusive of travel, accommodation, event tickets, in-venue hospitality access and meals.

Sarah Fordy, head of marketing at Cereal Partners UK – the 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 sport, 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 touch-points 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.”