Nestlé Cereals launches new campaign partnering ParalympicsGB

Nestlé Cereals UK and ParalympicsGB have joined forces to launch new campaign to support Tokyo 2020 Games and inspire families to get more active.

The partnership will see Nestlé Cereals UK give its backing to four of the Games’ most popular sports: athletics, table tennis, cycling and powerlifting, with athletes, including former Strictly Come Dancing star Will Bayley, joining in campaign activity.

“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,” said Bayley, table tennis gold medallist at Rio 2016.

The firm said various activities will be activated across a range of retail and out of home channels in the lead-up to the Games and beyond. These include new on pack design for eight Nestlé Cereals products such as Cheerios, Shredded Wheat and Shreddies, and competitions with tickets to attend the Paralympic Games as top prize.

Toby Baker, regional marketing director Nestlé Cereals UK, said: “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 ParalympicsGB team will feature around 250 athletes competing in up to 19 different sports at the Tokyo 2020 Paralympic Games which run from 25 August to 6 Sept. At the Rio 2016 Paralympic Games the team finished second in the overall medal table with 147 medals including 64 gold.