Nestlé cereals is whipping out the Cheerios branding in a multi-channel drive to celebrate good cheer and its partnership with the British Paralympic Association in the run up to the Paris 2024 Paralympic games.

The multichannel campaign entitled ‘Bring the Cheer with Cheerios’ will see consumers offered the chance to win tickets to the Paralympic Games, with travel, tickets, in-venue hospitality access and meals included.

The drive will see Paralympic athletes Hannah Cockroft OBE, Will Perry, Jack Hunter Spivey, Ellie Challis and Thomas Young will lead the charge as campaign ambassadors across social media.

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While Cheerios will be the focus of the campaign, it will also be promoted across the brand’s cereal portfolio as it supports the British Paralympic Association and athletes this summer.

While social is a key element of the campaign, it will also be enhanced by shopper and in-store activities as well as on-pack and PR activities.

“We are immensely proud of our partnership with the British Paralympic Association and launch the ‘Bring the Cheer with Cheerios’ campaign,” said Nestlé Cereals head of marketing Sarah Fordy.

“This initiative is about more than just support, it is about rallying communities to celebrate the spirit of the Paralympics and cheer on our exceptional athletes as they compete on the world stage,” she continued.

She also highlighted that multiple touchpoints across on-pack and social media will help enable consumers to get involved.

“The campaign aims to bring families and young people closer to the Paralympic experience, culminating in the chance to win an unforgettable trip to Paris 2024,” she added.