On pack messaging across eight popular Nestle cereal brands including Cheerios, Shredded Wheat and Shreddies will convey this message, including motivational support from ParalympicsGB athletes to encourage people to start their day the right way.
This call to action will be augmented by a series of fitness tips and prize giveaways, including coveted tickets to attend the Tokyo Olympics.
Mike Sharrock, CEO of the British Paralympic Association, said: “As we build towards Tokyo 2020 we are delighted to be working with Nestlé Cereals UK on such an ambitious campaign which we believe can have a positive impact on the whole nation.
“The Paralympic movement is all about celebrating inclusivity and what people can achieve when given the opportunity and this exciting new partnership will bring families together and encourage them to feel the enormous benefits of leading more active lives.”
Toby Baker, regional marketing director at Nestlé Cereals UKA, added: “In our new partnership with ParalympicsGB we hope to inspire UK households to get up, get active and eat well for a healthier lifestyle. In 2020, our terrific team of Paralympians will be showing us the way and we want everyone to take notice, starting at the breakfast table!”
The campaign follows an NHS health survey which found that 27% of adults in England performed fewer than 30 minutes of physical activity per week.