Weetabix Protein partners with Luke Campbell for Youth Challenge

11 Mar 2020

By: Sport Industry Group

Weetabix has teamed up with Olympic and Commonwealth gold medal-winning boxer Luke Campbell, who will become a brand ambassador for Weetabix Protein.

In the role, Campbell - who previously told the Sport Industry Private Dining Club about his career ups and downs as well as his plans to become more involved in the wider industry - will lead the Weetabix Protein Youth Challenge, a new partnership between the cereal brand and Virgin Sport to encourage children aged 7-14 years to be more active

As part of the initiative, runners will log as many kilometres as they can in the lead up to the ASICS London 10K in July.

When the event rolls around, 1,000 young runners will complete their final distance in front of the crowds on race day, while runners across the country will also be encouraged to participate virtually, meaning those unable to travel to London in July can still earn their race day rewards.

Anna Cheatley, Brand Manager, Weetabix Protein, said: “We’ve collaborated with Virgin Sport to help people of all ages get off to a strong start and power their way through the Weetabix Protein Youth challenge. It’s fantastic to have such a well-respected athlete and dad like Luke on board as an ambassador to help us encourage more families to take part and get active.”

The collaboration will see Campbell visit a school to bring the Weetabix Protein Youth Challenge to life while he will also support the campaign on social media in a bid to encourage families to get involved. 

Luke Campbell, Weetabix Protein ambassador, said: “I’m really excited to lead the Weetabix Protein Youth Challenge at the ASICS London 10K. Apart from the fact that Weetabix is already a staple at breakfast time for my family, I’m passionate about getting people of all ages involved in sport, and finding simple ways to be more active. This is a brilliant initiative, and I’ll be keeping an eye on how the participants progress to achieve their goals!”

The new activity is part of a wider campaign linked to Weetabix Protein’s partnership with Virgin Sport, to bring people of all ages and abilities together through movement. Further plans include influencer partnerships, social media advertising and in-store promotions.