Wheaties

Fuels Test Sponsorship Activation


Challenge
Create Wheaties brand experiences at relevant races, showcase Wheaties as fuel for participants and demonstrate a lift in awareness and sales. Following the success of its, Fit To Win, online and on-pack promotion with Active.com, Wheaties sought to expand its relationship with Active Marketing Group.

Solution
Focusing on one key market, Chicago, Active negotiated and secured Wheaties sponsorships with three running races.

Leading up to the races, Active created relevant, daily interaction with participants via complimentary, Wheaties branded race training programs including a daily nutrition tip from Wheaties. Each race also integrated Wheaties messaging into their websites via nutritional advice, logos and links.

Consumers passing through race expos received a box of Wheaties. Race specific activities including branded finish chutes, Wheaties sponsored water stations and on-site giveaways. Finally, at each race’s finish line, Wheaties served up breakfast to thousands of hungry consumers.

Forging a partnership with Dean’s Milk, Active facilitated and served over 12,000 Wheaties breakfasts on behalf of the brand. Athletes, spectators and their families were surprised and delighted on race day with this highly effective sampling activity. The cereal, its taste and the experience were well received by participants from all walks of life and re-introduced many to the Wheaties brand.

Results
Forging a partnership with Dean’s Milk, Active facilitated and served over 12,000 Wheaties breakfasts on behalf of the brand. Athletes, spectators and their families were surprised and delighted on race day with this highly effective sampling activity. The cereal, its taste and the experience were well received by participants from all walks of life and re-introduced many to the Wheaties brand.

Read More about our field marketing and sponsorship activation opportunities.