Nestlé Cereals has launched a new £5 million media campaign for Cheerios, promoting the “great taste and nutritional value” of the UK’s leading multigrain breakfast cereal brand.
The campaign, launched this month, is forecast to reach more than 24 million UK parents and 93 per cent of households with children, strengthening brand awareness and consideration.
The campaign highlights Cheerios key nutritional attributes – high in fibre from oats, wheat and barley. The cereal also contains 7 Vitamins & 2 Minerals, including Vitamins B2 & B6 to help start the day with energy and Iron to support immunity, while ensuring a delicious taste in every bite.
For the first time since 2019, the brand will appear on TV with a new creative running alongside popular family programmes. Running throughout 2025, the integrated campaign is also supported by digital media, featuring on BVOD, YouTube, Social and OOH.
Furthermore, with a radio partnership with Bauer Media, Cheerios will connect with parents through widely favoured programs on Absolute, Kiss and Magic Radio, leveraging trusted voices to promote brand consideration and engagement.
“Cheerios is an iconic brand loved by families everywhere. We are excited to launch our new campaign in the UK, highlighting what makes Cheerios exceptional,” Sarah Fordy, head of marketing, Cereal Partners UK – makers of Nestlé Cereals in the UK, said.
“As a delicious multigrain cereal that is high in fibre and with vitamins and minerals, our little O’s make little wins for all the family. This multimillion-pound investment is our largest campaign yet, reinforcing our commitment to Cheerios and the growth of the breakfast category.”
