Weetabix has joined forces with Luke Campbell, a 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.
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: “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.”
Campbell added: “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.”