Bueno is following up its sponsorship of London Fashion Weekend with a £1million push through B Street in a bid to affirm its fashion credentials. The Your Latest Little Indulgence activity offers Bueno’s fashion-loving consumers the chance to ‘win’ their latest little indulgence. Kicking off this week and running until June, Bueno will offer one lucky winner the chance to win up to £1000 to cover the cost of their latest little indulgence, be it must-have shoes, designer handbags, jewellery, or a manicure. To be in with a chance, consumers have to take a photo of their latest little indulgence and share the image with a short overview on Bueno's website at www.latestlittleindulgence.com. Entries can be made via mobile, Facebook and Instagram, and celebrity fashion experts will select winners each week from a shortlist of top 25 entries. Activity is backed by press and digital advertising in women’s leading fashion titles including Grazia, Look and Hello, and websites including Mail online, Stylist and Never Underdressed. Additionally, free product samples will be inserted in deliveries from online fashion retailers between March and May including ASOS and Missguided. Bueno have also teamed up with Nails Inc to offer customers a free bar in salons across the UK in March and May when making a Nails Inc purchase. Jessica Wylie, Bueno senior brand manager, said: “We wanted to provide an engaging brand platform that reflects the values of our fashion-led campaigns and the perfect taste and texture of Bueno. B STREET achieved this with a highly visual campaign that cleverly links the Bueno bar to life's other little indulgences, and taps into the social sharing trend seen amongst our core target audience, fashion-conscious women aged 25-34yrs." Kevin Exley, B STREET creative director added: “The Bueno campaign breaks away from the traditional model of promoting a confectionery brand and talks directly to its audience on their terms, positioning Bueno alongside fashion, as one of life’s little indulgences. ”
Bueno asks fashionistas to share Your Latest Little Indulgence with B Street push
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Jameson readies trade push for St Patrick’s Day
Jameson, the Pernod Ricard-owned Irish whiskey, is launching an on- and off-trade push to drive brand visibility and sales on St Patrick’s Day. The push features a loyalty card mechanic and competition as well as POS, a limited edition bottle and media support. The loyalty mechanic rewards consumers buying four Jameson & Ginger serves with a branded beanie, while the competition provides an opportunity for bar staff to win prizes by creating their own, unique St Patrick’s Day back bar displays. Those that submit images of their displays will be entered, with prizes including a trip for two to the legendary Jameson Distillery, 50 cases of limited edition 1930s-style Jameson bottles, and various Jameson gift packs up for grabs. This year’s POS kits for the on-trade consist of Bar Bricks – fold-out display bricks – that will act as effective back and front bar bottle glorifiers; A3 posters communicating both St Patrick’s Day and the Jameson and Ginger serve; and other branded items. Off-trade POS materials include PDUs, POS and display materials developed specifically for both the grocery and impulse channels are available now. These materials include POS kits – barkers, wobblers and posters – Jameson bunting in store; pallet wraps for in depot display; bottle standees for in depot display; and glassware for retailers to run gift with purchase promotions on Jameson 70cl. In addition, Jameson will be running a media campaign throughout March and April for Jameson & Ginger Ale. This will involve OOH in London, Manchester and Leeds from 10 March to 23 March; a digital campaign running across lifestyle publications from 15 March to 30 April; and a Facebook push from 10th March to 6th April. St Patrick’s Day is the second biggest Jameson consumption occasion after Christmas .
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Allied Bakeries launches Kingsmill Great White with £6m push
Allied Bakeries is backing the launch of its Kingsmill Great White loaf with a £6.7m multichannel push that takes in shopper, sampling, a national media partnership, and advertising. The activity, which features Cold Feet’s Jon Thomson, kicks off in April and is designed to raise trial and awareness of the loaf. Creative will focus on the message that it’s permissible to ‘Love white bread again’ as Allied seeks to rejuvenate the category. The Kingsmill Great White loaf contains as much fibre as wholemeal. Overall sales of sliced white bread have been in decline, falling to 4.8% by volume – or 40million loaves – in the past year alone (according to Kantar). Allied is looking to reverse the trend and create a sub-brand worth £100m within three years. Kingsmill senior brand manager Lydia Freeman said: “Our research shows Britain loves white bread – especially for family favourites like beans on toast and bacon sandwiches – but they are hearing that it’s not what they should be eating. “A large number of consumers are torn between their love of white bread and their desire to eat as healthily as possible. This insight has enabled us to launch Kingsmill Great White, which gives our consumers a reason to love white bread again. ”
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VisitEngland teams with Wallace & Gromit for another ‘great adventure’
VisitEngland is hoping to encourage Brits to holiday at home this year with a nationwide marketing push that sees Wallace & Gromit return for another ‘great adventure’. Six national, themed campaigns will run until the end of March. The activity is in partnership with 50 destinations around England and includes national print and magazine advertising as well as a roadshow featuring Aardman characters Wallace & Gromit to kick off VisitEngland’s third pan-UK ‘Holidays at Home are GREAT’ push. The aim is to boost domestic tourism and promote short breaks in some of England’s most iconic destinations, building on the success of the first year of themed campaigns launched in early 2013 which VisitEngland today reveals generated an additional £132.5million in tourism spend and 2, 455 jobs for the sector. This new marketing activity forms part of the second year of VisitEngland’s three-year Growing Tourism Locally initiative, funded in part by the government’s Regional Growth Fund. The £2million Government funded ‘Great Adventure’ campaign aims to inspire Britons to book a holiday through their local travel agent and will run from mid-March until 22 April across cinema, TV, Video on Demand, and Digital, with a clear call to action to book a holiday at home through your travel agent. James Berresford, VisitEngland’s Chief Executive said: “There is some really exciting activity planned this spring to inspire people to make the most of the wonderful destinations, right on their doorstep. The first year themed campaigns have delivered fantastic results, providing a welcome boost to the domestic tourism economy and creating jobs for the sector, and the next raft of themed campaigns will continue to generate growth by promoting the wonderful holiday experiences on offer in England. “Following the success of their ‘Great Adventure’ last year, we are thrilled to welcome back our animated friends Wallace & Gromit as ambassadors for the industry, who will once again embark on a journey to explore the best the UK has to offer and promote all the benefits of holidaying at home. ”
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SHS puts on parties for WKD Brazilian
SHS Drinks is supporting its limited edition WKD Brazilian variant with a series of 300 themed parties around the UK to give around 100,000 consumers the opportunity to sample the new flavour. The parties are part of a £1m campaign that takes in digital and social media, a money-off offer and washroom poster advertising to drive awareness and trail. The social media element will be at the centre of the activity, and will run on WKD’s social media pages with over 300,000 followers. There will be nine million impressions on key digital sites featuring advertisements announcing: ‘We’ve only gone and signed a Brazilian. Result.’ And ‘Olá Mate. New WKD Brazilian out now!’ Consumers will be incentivised to try WKD’s new Limited Edition ‘party in a bottle’, with coupons offering 50p off a purchase of a WKD Brazilian 275ml 4-pack or 70cl bottle inserted into around 100,000 275ml 10-packs of WKD Blue and the WKD Mixed Pack. Debs Carter, WKD marketing director, said: “With distribution now well-established after the New Year launch, we’re ramping up the bespoke WKD Brazilian marketing campaign. We’re focusing on providing in-store support for retailers, and incentives to encourage them to stock the new Limited Edition. All of the marketing activity combines the party spirit of Brazilian culture with the down-to-earth, wry observations and witty punch lines which are part of WKD’s DNA. ”
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MarketReach beefs up senior team with three hires
Royal Mail has made three senior appointments to its MarketReach letters business – the division that promotes direct mail to business customers and agencies – as part of plans to drive its mission to improve return for these businesses. Diana Rhodes joins as mail strategy and planning director with a brief to lead the planning and data teams and work across the business to ensure a focus on the needs of Mail practitioners. Rhodes brings over 25 years’ experience in media and DM planning. She is former managing partner at Proximity London and deputy managing director at WWAV Rapp Media, founder of Starcom Direct and most recently at Mindshare Worldwide running digital hub integration. She will be responsible for the MarketReach planning team and sales development. Antony Jones is appointed as head of insight, with responsibility for developing and embedding insight and tools designed to help MarketReach users optimise their returns from mail. Jones was formally global research director at Aegis Media (Carat) and worldwide research director at Zenith Optimedia, Kathryn McNamara is appointed head of communications and channels with a remit to ensure that MarketReach customers and their agencies are equipped with the relevant information to optimise the return on their investment in mail. McNamara has 20 years’ brand and communications experience and was previously Royal Mail’s head of brand and customer communications. All three will report directly in to MarketReach managing director Jonathan Harman. Harman said: “As a 21st Century media owner we want to actively partner with Mail Users and their agencies to improve the returns they get from mail. Our rationale is simple: when mail users win, we win. In Diana, Anthony and Kathryn we have three outstanding professionals to help lead us on this mission. ”
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Kellogg's targets ‘deskfast’ market with sampling push
Kellogg's Special K is serving up breakfast to more than 150,000 women nationwide as part of a campaign to drive trail and awareness for its Special K Multi-Grain Porridge Pots. The sampling activity, through The Work Perk, takes place this week and targets the ‘deskfast’ demographic – the growing number of office workers who have breakfast at work. Consumers will be encouraged to complete an online product questionnaire to provide their feedback after they have tried the product. “The deskfast marketplace is every growing as office workers are spending more time each day consuming breakfast at their desks. Kellogg’s has identified the value of the ‘At Work’ breakfast market and their latest offering, with the sampling campaign, should definitely hit the spot with office workers,” said The Work Perk managing director Lee Bennett .
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Molson asks drinkers to share your Damme Cold Stories for Coors Light
Molson Coors is taking to Twitter and asking drinkers to share their experiences via the #Dammecold hashtag in a campaign for its Coors Light brand. The push, through agency Life, is called Coors Light Damme Cold Stories and seeks to engage with target drinkers in their twenties by asking them to submit a witty and original story in 140 characters that would result in being #Dammecold. The entry platform will be part of the Coors Light website (http://www.coorslight.co.uk) with supporting activity through Facebook and Twitter. Running from March until the end of May, campaign entries will be independently judged each week to find the funniest and most creative entry, with winners receiving one of a range of prizes. Prizes include mobile vouchers for free Coors Light, personalised bottle openers, T-shirts emblazoned with the winner’s #Dammecold story, pint glasses featuring winning stories, and coasters designed as blocks of ice with embedded stories. All prizes will be fulfilled within 28 days. The very best stories will be specially illustrated for use in social media by ad agency VCCP. Other stories will feature in a national press campaign and others will be voiced by Eighties action hero and Coors Light brand ambassador Jean Claude van Damme for use on Spotify. Weekly winners will be pitted against each other and the entry judged the best overall will win an activity holiday in the Rocky Mountains of Canada. The trip includes riding the Gold Rush Rollercoaster and participating in a snowshoe expedition, with the stay based at the exclusive Beaver Run Resort. Ali Pickering, Coors Light brand director said: “The Damme Cold campaign brings to life the essence of the Coors Light brand in a humorous and fitting way, encouraging drinkers to share their spontaneous and amusing stories through social media.” David Poole, owner and joint managing director at LIFE, added: “Coors Light continues its very successful association with double denim denizen Van Damme. Damme Cold Stories is a great example of the continuing evolution of a consistent, long-term campaign. It's good to see a client sticking to their strategic guns and getting the commercial success they deserve. ”
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Subway targets families with Muppets push
Sandwich brand Subway is launching a seven-week, multichannel campaign that ties in with the launch of Disney’s Muppets Most Wanted film. The link, which targets families with the introduction of avocado and two new Subs sandwiches, focuses on Kermit the Frog. It will offer six limited edition Muppets Most Wanted kids’ packs to collect and be backed by an above-the-line campaign launching on this month with 30-second and 10-second TV ads featuring Muppets characters, Kermit, Miss Piggy and Constantine. The deal was developed by the Subway and Disneymedia+, the integrated ad sales, promotions and marketing solutions arm of Disney UK and Ireland. In addition to the six exclusive Muppets Most Wanted Kids’ Paks, in-store standees will allow kids (and fun-loving parents) to immerse themselves in the Muppets world and see their face on a ‘Most Wanted’ poster, surrounded by the Muppets cast. Online, social media competitions to win Muppets prizes as well as exclusive behind-the-scenes footage of the cast on the Subway’s Facebook, Twitter and YouTube channels throughout the campaign. The limited edition Muppets Most Wanted Kids’ Paks are available in store now, ahead of the film’s release on 28th March. The Kids’ Pak™ includes a low-fat 4-inch Sub, Capri Sun Fruit Crush drink and a Bear Pure Fruit Yoyos, and comes with one of six limited edition collectable Muppets Most Wanted drawstring bags.[ii] Manaaz Akhtar, regional marketing director for the Subway brand in Europe, said: “Our new range of Kids’ Paks are a great, collectable item that kids will be excited about long after they’ve finished their meal, and the introduction of avocado means there’s a new reason for parents to be excited about visiting Subway stores too. We’ve seen a substantial increase in the number of families heading to our stores, and we’re excited to be able to offer these families exclusive Muppets experiences both in-store and online.” Barnaby Rothwell, director, promotions, Disneymedia+ EMEA added: “The Muppets gang is bringing excitement and mayhem to a great family promotion. It is fantastic to be working with the SUBWAY® brand once again and promoting healthier food choices to families by bringing fun to meal times through the Muppets Most Wanted Kids’ Pak. ”
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Bord Bia launches biggest St Patrick’s Day push
Bord Bia, the Irish Food Board, is launching its biggest ever campaign to promote Irish food and drink produce, with a two-tiered digital promotion. The activity, through Bord Bia retained agency Spinnaker and called What’s your beef?, features a prize draw on Bord Bia’s ‘Grasstronomy Farm’ Facebook page to celebrate St Patrick’s Day. The Facebook page was created to raise awareness of Irish beef in the UK. The first stage of the push asks visitors to respond to a poll based on one simple question. Those that do will be automatically entered into a draw to win a £145 Le Creuset Casserole Dish. The second stage invites users to continue on by uploading a photograph of an Irish beef dish. Entrants will also then be entered into a grand prize draw to win a holiday for two to Dublin. The promotion is open to existing Facebook fans and their friends. In parallel to the Facebook promotion, there will be Banners featured on allrecipes.co.uk, jamieoliver.com and nigella.com will also encourage users to enter the competition. In addition, there will be on-going Facebook content to drive entries .
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Lambrini to use sampling and promotions for Strawberry launch
Halewood International, the UK’s leading independent drinks manufacturer, has announced a new Strawberry variant for its iconic Lambrini fruits range, and will be supporting the launch with sampling and promotions. Halewood says Lambrini Strawberry, which is the first addition to the Lambrini fruits range since the launch of Apple & Blackcurrant in 2012, has been created in response to increasing demand for sweet fruit flavours from both drinkers and non-drinkers of the Lambrini brand. Research suggests that 28% of all adults and 41% of 18-24 year olds favour sweet alcoholic drinks, a trend which has been mirrored by Lambrini consumers. Available in 75cl bottles and with a 5% ABV, listings have already been confirmed with Tesco and ASDA and Lambrini Strawberry will also be available throughout the wholesale and convenience channels. To support the launch, Halewood International will be conducting a UK-wide in-store sampling programme as well as promotions linked to the other flavours in the Lambrini fruit range .
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Kellogg’s re-runs ‘Grown-Ups Go Free’
Kellogg’s is running its “Grown-ups Go Free” on-pack promotion again this year, after seeing it deliver a 5% uplift in cereal sales during 2013. Special promotional packs are giving away free adult entry – worth up to £48 – to more than 40 of the UK’s top destinations. Kellogg’s has again linked up with Merlin Entertainments, which operates attractions including the Alton Towers Resort, Thorpe Park, Madame Tussauds, SeaLife centres, Warwick Castle and Legoland. Last year, more than one million vouchers were redeemed. Vouchers can be found on 75 million promotional boxes and price-marked packs across Kellogg’s kids and family range, including Rice Krispies, Frosties, Corn Flakes and Coco Pops. As an incentive for independent retailers, Kellogg’s has produced more than 300,000 free vouchers for retailers to use themselves, which are being featured on special promotional cases. This year, Kellogg’s has had a dedicated website built, www.merlingiveaway.co.uk, where consumers can enter a free prize draw after claiming their free adult ticket. There will be weekly draws for a range of prizes, including a Family Merlin Annual Pass worth more than £400, a year’s worth of Kellogg’s cereal, fast-track ride passes and food and drink discounts. Kellogg’s is doubling its support spend for the offer in 2014 to £2m, with media support across TV, digital and press. Promotional packs will be available until 31 July 2014 and vouchers are redeemable until Summer 2015 .
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Latest Strongbow challenge to happen in Rio
Strongbow is taking the latest instalment of the ‘EARN IT’ Strongbow Challenge Series to Rio de Janeiro, challenging ‘regular guys’ to put together a football team for the chance to go to Rio and compete against one of Brazil’s best female teams in a five-a-side battle ahead of the FIFA World Cup. A celebrity management team made up of football experts including ex-pro Chris Kamara as manager), former professional footballer turned TOWIE reality TV star Mark Wright as assistant manager and a Brazilian football head coach will put the teams through their paces and support them on their journey, before selecting the winning team and taking them to Rio where they will be coached for the big match. The campaign is fully integrated, and agencies involved include creative agency St Luke’s, media agency Starcom MediaVest Group, digital agency We Are Social, experiential agency RPM and PR agency Cow. There is also a partnership with Google that will delivers dynamic content throughout the campaign, while the Strongbow Rio challenge will be promoted on Pub TV and through washroom posters in bars and Power League football centres across the UK. The challenge is being leveraged through a partnership with Sky, incorporating TV airtime and digital inventory to drive consumers to sign up at facebook.com/Strongbow. Five-a-side teams will be able to nominate themselves for the Strongbow Challenge at selected Power League venues across the UK and via the Strongbow Facebook app. Entries close at midnight on Sunday, March 30th 2014. Successful entries will be invited to a trial day on Sunday April 13th in London, with one team being chosen to compete in the Carnival city of Rio. Previous ‘EARN IT’ challenges have included a penalty shootout and facing an over from England paceman Jimmy Anderson .
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Targeting the Shopper: The Future of Promotional Marketing
Coca-Cola, Unilever, Samsung and Grant’s Whisky have been signed up as speakers at Shopper Marketing 2014, a conference being organised by the IPM at the end of April. Agencies which will be presenting include MARS London, Dialogue, Haygarth and Bray Leino, while there will also be content from leading shopper marketing research companies and technology experts. The keynote speaker will be Simon Miles, digital director of Coca-Cola Enterprises, while other brand marketers speaking include Jon Wallbancke, shopper marketing manager, food and refreshment at Unilever, Andrew Leaver, head of retail for Samsung Electronics and Oliver Dickson, senior brand manager at Grant’s Whisky. Topics will include: • The difference between shoppers and consumers; • The impact of the rise of discount retailers; • Insights into shopper behaviour; • Case studies; • Evaluation of shopper marketing; • Mobile shopper marketing; • Shopper marketing across borders; • Innovation in shopper marketing; • The impact of experiential on shoppers. Full details of the speakers and areas they will be covering are on the IPM website. For ticket prices and details of how to book, call Jody Bratley on 020 7291 7742 (email jodyb@theipm.org.uk) or Stacey Devonport on 020 7291 7743 (emailStaceyd@theipm.org.uk) or book via the IPM website. * Speakers and topics may be subject to chang e
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Soreen on-pack LEGOLAND Windsor promotion
Soreen has partnered with the LEGOLAND Windsor Resort to offer competition prizes and a ‘Kids Go Free’ voucher as part of an on-pack promotion to drive sales of its Fruit and Lunchbox Loaves ranges. The promotion, which is running across 1 million packs for six weeks from April 1st 2014, will give shoppers the chance to win an overnight stay at the LEGOLAND Windsor Hotel and free entry for two days. The runner-up prize includes a LEGOLAND annual pass allowing unlimited free entry to the attraction for a year. Shoppers can also benefit from a ‘Kids Go Free’ voucher, enabling them to make a potential saving of £39 for a children’s ticket, which will help drive penetration and give shoppers even more of an incentive to purchase Soreen’s squidgy loaves. Lucy Ardern, assistant brand manager, Soreen, says: “It is important to offer shoppers great value, particularly in the current climate and on-pack promotions are a great way to deliver this. They also play an important role in helping shoppers to further engage with the brand and this partnership is a perfect fit for our proposition, especially as mums will be busy looking for family days out during the Easter period.” The promotion will be supported by with an integrated communications campaign including PR, social and digital activity .
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Hyundai offers trip to 2014 FIFA World Cup in Brazil
Hyundai UK has teamed up with Copa90, the largest independent YouTube football channel, to give football fans the chance to win a once-in-a-lifetime VIP trip to the 2014 FIFA World Cup Brazil. The competition will give fans the opportunity to win one of seven VIP packages to see the host nation, Brazil, take on Mexico in Fortaleza on June 17, 2014. The all-expenses-paid winning package includes flights, accommodation, and match tickets for two people. To enter, fans have to recreate their favourite ‘GOAL’ celebration and enter them online at www.hyundai.co.uk/experiencemore. They will have to ‘Like’ Hyundai on Facebook to be able to enter. COPA90 presenters Maya Jama, Tom Deacon and Eli Mengem will pick two winners each week over a three week period. Judging will be on the basis of passion, creativity, humour and plain brilliance. The winner of the final pair of tickets, dubbed the ‘Wild Card’, will be chosen by fans through an audience vote. The competition will be open for entries until April 21st, 2014. In addition, Copa90 and Hyundai will also bring some of the spirit of the FIFA World Cup to Britain for those who cannot make it out to Brazil by creating a series of ‘World Cup City Guides’, ultimate guides to the twelve 2014 FIFA World Cup host cities. The series will feature presenter Maya Jama going on a mission to get right into the heart of Brazil – its people, its culture, its passion, and why football means so much. The first of the city guides is for Rio de Janeiro and can be viewed at www.youtube.com/Copa90 Hyundai Motor is an Official Partner of the FIFA World Cup. Its partnership with FIFA began in 1999 and is currently set to run until 2022. The brand has successfully supported major events such as the FIFA World Cup in Korea-Japan (2002), Germany (2006) and South Africa (2010), as well as other competitions including the FIFA Confederations Cup .
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MU cheese and Rio 2 offer family trip to Brazil as prize
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Vimto adds Vimtoad mascot, plans nationwide sampling tour
Vimto has dropped the misbehaving fruit characters from its "Seriously mixed up fruit" campaign and introduced a new brand mascot, the Vimtoad, who will be featuring in advertising and also a major sampling campaign. The new character is a "cheeky northern toad" created by Aardman Animations and sporting a fruity shirt showing raspberries, blackcurrants and grapes. In what brand-owner Nichols plc says is the biggest-ever marketing investment behind Vimto to date, the introduction of the new Vimtoad is the brand’s bid to target the mothers of its teen audience with a fun but reassuring character likely to appeal to both mums and teens. The £6.5m campaign, created by Driven, features a TV ad supported by digital and radio work, alongside the sampling campaign. The launch of the campaign in April will also see an overhaul of the brand’s packaging. The sampling campaign will involve a Vimtoad-branded van visiting 60 supermarkets across the UK handing out samples. Previous campaigns for Vimto, such as the 'Low rider' activity, specifically targeted teens. Clare Brown, brand manager for Vimto, says: "Vimtoad and our new packaging will continue to appeal to our young consumers whilst also attracting a wider audience, especially mums, who are looking for a brand they can buy for the whole family. Vimto has a versatile range and healthier No Added Sugar options that mums will appreciate. "
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McCain Smiles free photo gifts on-pack
McCain Foods is running an on-pack promotion on its McCain Smiles and Mini Jackets products offering free personalised photo gifts. Shoppers can choose from high quality British-made melamine plates, bowls, cups or coasters and have selected items personalised with a photo of their child, in exchange for two unique codes from promotional packs. They are being asked to pay 50p towards postage. Consumers go to www.mccain.co.uk/smilesonplates to redeem their codes and upload and edit images. The promotion will be featuring on 5 million packs for eight months from 31st March and includes the McCain Smiles 454g and 600g formats as well as the Mini Jackets 400g pack. Promotional packs will be available until the end of November 2014, while the last date for receipt of applications is the end of April 2015. This year’s on-pack activity follows the success of previous Smiles promotions including Ladybird Books in 2012 and Crayola in 2013. The latter saw shoppers redeem 198,000 Crayola items. Mark Hodge, McCain Foods marketing director, says: “We are in a climate where consumers and shoppers are increasingly seeking out additional value. On-pack promotions can play an important role in delivering greater value at the point of purchase and engaging shoppers with the brand. Following the success of previous McCain Smiles on-pack promotions, we are anticipating a strong response to this activity because it offers consumers great value and will help drive incremental sales by capitalising on the personalisation trend and offering mums something completely unique. ”
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Mo Farah fronts Weetabix Ultimate Sports Day campaign
London 2012 Olympics hero Mo Farah is fronting Weetabix's Ultimate Sports Day campaign, which offers youngsters the chance to create and take part in their dream school sports day. Weetabix has launched the Ultimate Sports Day campaign with the aim of encouraging children and parents across the UK to fuel future champions with Weetabix and to inspire kids to get active by reigniting the passion for sport the nation felt during the 2012 Olympics. Children are being invited to design a unique and exciting obstacle they would like to see at their own sports day, with two winners then seeing their creations come to life at an exciting day of sport at the Olympic Park this summer. Farah's double-gold at London 2012, coupled with his now legendary "Mobot" celebration, cemented his position as one of the best, and best-known, British track stars of all time. Now training for the London Marathon, Farah has joined forces with Weetabix to back a campaign that aims to encourage UK kids to get excited about exercise. Mo Farah says: "I'm really looking forward to being part of the Weetabix Ultimate Sports Day campaign. As an athlete and, more importantly as a dad, I know how vital it is to inspire kids get active and a big part of that is making sure they get a nutritious start to the day.” On top of the Ultimate Sports Day, hundreds of kids across the UK are in with the chance to win a range of prizes, including sports equipment for their school and individual prizes such as top-of-the-range trainers. To enter the Ultimate Sports Day campaign, shoppers need to buy a promotional pack and visit www.ultimatesportsday.co.uk, where they will be able to upload details of what they think a dream sports day obstacle would be. Two winners and their schools will be selected and invited to the Queen Elizabeth Olympic Park on Monday 14th July 2014, to take part in 2014's most exciting day of sport under the watchful eye of Olympic legend Mo Farah and fuelled by Weetabix. Wendy French, Senior Brand Manager at Weetabix says: “Through the Ultimate Sports Day campaign, we’re keen to remind mums and teachers that a bowl of Weetabix in the morning helps children with stamina, building muscle and bone strength." The campaign backs up official guidance from the NHS to encourage moderate to vigorous-intensity physical activity for children three times a week. Weetabix points out that its products are high in fibre, low in sugar and fat and fortified with vitamins and iron and that a bowl of Weetabix with milk, eaten as part of a healthy diet and lifestyle, provides a nutritious start to the day .
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