Kellogg’s is to support British swimming next year by offering a free swim for kids on 30 million packs of cereal from January to March.
From April to June, cereal brands including Corn Flakes, Coco Pops and Rice Krispies will offer consumers a free kid’s towel when three special codes are collected from promotional packs.
The £2 million campaign, fronted by top British swimmer Hannah Miley, will be supported by a media plan consisting of TV, radio and digital. 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.”
The cereal company worked with the Amateur Swimming Association to secure the participation of over 700 pools across the UK.