ParalympicsGB partner spotlight: Nestlé Cereals UK

Nestlé Cereals featured ParalympicsGB athletes prominently on front-of-pack for their Cheerios®, Shreddies®, Shredded Wheat®, Go Free®, and Nesquik® cereals nationwide between March and September 2020 to promote an instant win giveaway of over 1000 adidas ParalympicsGB prizes, fitness watches, and the chance to win a trip to the Tokyo Games. The following was achieved:

• 99,000+ competition entrants​
• 21,000+ opt-ins to Nestle Cereals marketing​
• 17,500+ opt-ins to ParalympicsGB marketing​
• Full sell-through of all packs featuring ParalympicsGB branding and athletes

Nestle Cereals’ ParalympicsGB athlete ambassadors Lauren Steadman, Ellie Simmonds, Stef Reid, Alice Tai, and Will Bayley created and led 30-minute workouts on Instagram Live, encouraging their followers to join-in with them during lockdown to keep the nation moving. The workouts ended with a split screen Q&A with another ParalympicsGB athlete, previewing their next workout the following week and giving insights into their daily lives. The live workouts were promoted with custom graphics and countdown widgets in Instagram stories and through the @nestlecerealsuk profile page and the athletes’ own social accounts.

Alice Tai workout

Ellie Simmonds workout

Nestle Cereals’ ParalympicsGB athlete ambassadors have also continued to share multiple self-recorded follow-up videos showcasing their personalities and passions, which have been shared via Nestle Cereals’ Instagram channel throughout 2020. .

To find out more about Nestle Cereals’ partnership with ParalympicsGB