Kellogg's brought football fever into the supermarket aisle last week as former England goalkeeper Ben Foster joined current EFL players for a surprise in-store activation promoting the return of the brand’s free summer football camps.
Foster, alongside Barnsley striker David McGoldrick and Oldham defender Will Sutton, surprised shoppers by taking over supermarket duties, from working the checkout to performing keepie-uppies in the cereal aisle and handing out cereal boxes.
Young shoppers were also invited to take penalties against Foster as part of the activity, which aimed to highlight the return of Kellogg’s Football Camps for children aged five to 15.
Now in its third year, the initiative offers more than 39,000 free places at football camps across 73 locations during the summer holidays. Parents can access a free place by purchasing a participating Kellogg’s cereal pack and scanning the on-pack QR code.
The promotion is designed to help families during the school holidays while driving engagement through the breakfast cereal aisle.
According to research commissioned by Kellogg’s, 58 per cent of parents take their children grocery shopping during the summer break, while 42 per cent said they struggle to keep children entertained on those trips. The research also found that 50 per cent of parents feel stressed about managing childcare and activities during the holidays.
Foster said the activation was about turning “something as everyday as the weekly shop” into “some football fun for families”.
“I remember going to the supermarket with my parents when I was younger, and wishing I was out playing instead, so it’s great to show shoppers that they can stock up their cupboards and keep their kids active at the same time,” he said.
Dean O'Brien, UK general manager, Kellogg’s, said the company wanted to help families access affordable activities over the summer.
“With over 39,000 free places available, it’s never been easier to get involved,” he said.