Weetabix teams up with Virgin Sport for new campaign

Weetabix has joined forces with Virgin Sport, unveiling a new partnership with the ASICS London 10K.

The leading cereal brand has also announced the launch of the Weetabix Protein Youth Challenge, first of a series of activity linked to the collaboration.

The new youth running initiative will see children aged 7-14 years join the ASICS London 10K for the first time.

Each Weetabix Protein Youth Challenge runner will cover as many kilometres as they can in the lead up to race day. They will be then invited to join 1,000 fellow challengers to complete their final distance in front of the cheering crowds at the ASICS London 10K finish line on 5 July.

Runners across the country are also encouraged to participate virtually so those unable to travel to London in July can still earn their race day rewards. Registration is now open for the event.

“We’re really excited to join forces with ASICS London 10K and Virgin Sport. Families have always been at the heart of Weetabix, so we’re proud to help people of all ages get off to a strong start and power their way through their running challenge,” said Anna Cheatley, brand manager for Weetabix Protein.

Weetabix said further activity in the collaboration will include ambassador events and influencer partnerships.