Cheerios unveils new campaign offering a trip to Paris Paralympic Games        

Nestlé Cereals has announced the launch of its new campaign, Bring the Cheer with Cheerios, celebrating its partnership with the British Paralympic Association ahead of the Paris 2024 Summer Paralympic Games.

A highlight of the campaign is the main on-pack promotion, offering shoppers a chance to win a trip to the Paralympic Games. The prize includes travel, accommodation, event tickets, in-venue hospitality access, and meals.

With this initiative, Nestlé Cereals – makers of Cheerios – aims to inspire families and young people to rally behind the British athletes competing in Paris this summer.

Paralympic athletes Hannah Cockcroft, Will Perry, Jack Hunter Spivey, Ellie Challis and Thomas Young will lead the charge as campaign ambassadors, engaging their social media followers with unique content and rallying support in the lead-up to the Games.

The multichannel campaign will captivate consumers across various platforms – from on-pack promotions and in-store activations to digital, social media and PR channels – driving awareness and encouraging participation.

Cheerios will be the focus product of the campaign but Nestlé Cereals will be promoting the campaign across its cereal portfolio, as it supports the British Paralympic Association and the athletes this summer.

“We are immensely proud of our partnership with the British Paralympic Association and launch the 'Bring the Cheer with Cheerios' campaign. 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,” Sarah Fordy, head of marketing, Cereal Partners UK – makers of Nestlé Cereals in the UK, said.

“Through engaging on-pack promotions, exciting in-store activations, and vibrant digital and social media content, we're creating multiple touchpoints across all our cereal brands, including Cheerios, for consumers to get involved. The campaign aims to bring families and young people closer to the Paralympic experience, culminating in the chance to win an unforgettable trip to Paris 2024.”