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Campbell will lead the Weetabix Protein Youth Challenge at the ASICS London 10K

Weetabix, the UK’s number one breakfast cereal[1], has joined forces with Luke Campbell MBE, the British professional lightweight boxer and former Olympic and Commonwealth gold medal winner. Campbell will lead the Weetabix Protein Youth Challenge, a new initiative to encourage children aged 7-14 years to be more active.

Each Weetabix Protein Youth Challenge runner will cover as many kilometres as they can in the lead up to the ASICS London 10K in July, joining 1,000 fellow challengers on race day to complete their final distance in front of the cheering crowds. Runners across the country will also be encouraged to participate virtually, so those unable to travel to London in July can still earn their race day rewards.

The collaboration will see Campbell visit a school to bring the Weetabix Protein Youth Challenge to life as well as ongoing social media support to encourage families to get involved. 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.

Anna Cheatley, Brand Manager for 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[2]. 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.” 

Luke Campbell, professional boxer and 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!”

Weetabix is found in over 35% of UK households and 1.3 billion bowls have been eaten in the past year[3]. Weetabix Protein is a £6.1m brand and the No1 Protein SKU in the segment with a 31% volume share of the growing protein cereal market[4].

[1] 12-month period ending 7th September 2019, Nielsen

[2] Protein contributes to growth in muscle mass as part of a healthy diet and lifestyle

[3] Kantar: Purchase and Usage panel – 52 we 03 Nov 2019

[4] 12-month period ending 7th September 2019, Nielsen

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