ParalympicsGB partner up with Nestlé Cereals

Josh Peachey's picture
by Josh Peachey

ParalympicsGB and Nestle Cereals have launched a new campaign and partnership to inspire more families to feel the benefits of a healthier lifestyle.

The campaign will share top tips on how to keep fit and remind UK households of the importance of a nutritionally balanced breakfast.

The partnership will see Nestlé Cereals UK give its backing to four of the Games’ most popular sports: athletics, table tennis, cycling and powerlifting, and will bring new on-pack designs to eight different Nestle kinds of cereal.

Athletes, such as former Strictly Come Dancing star Will Bayley, will join in campaign activity to encourage UK families to get fit.

Will Bayley said: "I am delighted to be part of the collaboration between Nestlé Cereals and ParalympicsGB. It's such an exciting year with Tokyo just around the corner and I really hope this campaign inspires people to get up and get active!"

The campaign comes as latest NHS Health Survey for England shows that 27% of adults say they do less than 30 minutes of moderate or vigorous physical activity per week and are therefore classified as ‘inactive’.

A full programme of exciting activity is planned in the lead-up to the Games and beyond and will be activated across a range of retail and out of home channels, as well as competitions with tickets to the Paralympics as prizes. 

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.”

The ParalympicsGB team will compete in up to 19 different sports at the 2020 Paralympic Games, taking place in Tokyo between August 25th and September 6th.

Toby Baker, Regional Marketing Director Nestlé Cereals UKA “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!”