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Nestlé Cheerios & British Paralympic Association bring cheer for 2024 Summer Paralympics


By Audrey Kemp, LA Reporter

June 20, 2024 | 4 min read

The ‘Bring the Cheer with Cheerios’ campaign, featuring Paralympic athletes like Hannah Cockcroft and Will Perry, sparks excitement with promotions to win a trip to Paris 2024.

cheerios paralympics campaign

Cheerios aims to connect with fans of the Paralympics in the UK

Nestlé Cereal is set to ignite enthusiasm and support for the British Paralympic team with its latest campaign, ‘Bring the Cheer with Cheerios.’

As the countdown to the Paris 2024 Summer Paralympic Games intensifies, this vibrant initiative celebrates Nestlé’s partnership with the British Paralympic Association, aiming to inspire families and young people across the United Kingdom.

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As Cheerios brand ambassadors, Paralympic athletes Hannah Cockcroft, Will Perry, Jack Hunter Spivey, Ellie Challis, and Thomas Young will engage their social media followers with unique content to foster a wave of support before they prepare to compete.

At the heart of the campaign is an exciting on-pack promotion that offers shoppers a once-in-a-lifetime opportunity to win a trip to the Paris 2024 Summer Paralympic Games. The grand prize includes travel, accommodation, event tickets, in-venue hospitality access and meals.

To enter the contest, purchase Nestlé cereal products like Cheerios, check for on-pack instructions and follow the specified entry process online or by mail.

Sarah Fordy, head of marketing of cereal partners UK, expressed her excitement about the campaign in a statement. “We are immensely proud of our partnership with the British Paralympic Association and the launch of the ‘Bring the Cheer with Cheerios’ campaign,” said Fordy. “This initiative is about more than just support; 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.”

The multichannel campaign will run across various platforms – from on-pack promotions and in-store activations to digital, social media and PR channels.

Nestlé Cereals will also extend the campaign’s reach across its entire cereal portfolio, with Cheerios as the focal product. Shoppers can look forward to a series of engaging in-store activities in major UK supermarkets, including cross-category activations and on-shelf marketing.

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