12 March 2021
ParalympicsGB partner spotlight: Nestlé Cereals UK
Nestlé Cereals UK joined the ParalympicsGB partner family in 2020 with the aim to inspire more families to feel the physical benefits of living a healthier and more active lifestyle.
Activations and results
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
Instagram Live Workouts
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.
Inspiring the nation to get active
Athlete social media content
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. .
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