Kellogg was one of the last companies to join the sponsors’ family of the Glasgow 2014 Commonwealth Games. It supported the Games by providing over 500,000 Nutri-Grain bars to the athletes, volunteers and staff.
“We were approached by Glasgow 2014 for VIK (value-in-kind) products. Kellogg’s have agreed to provide over 500k Nutri-Grain bars to the Commonwealth Games in line with their requirements to feed athletes and games workforce,” said Natalie Lindsay, Brand Manager at Kellogg UK. Nutri-Grain bars were the only product Kellogg provided to the Games.
While other companies had a lot of time to prepare, Kellogg’s sponsorship was only unveiled mid-June by Glasgow 2014.
“Our agreement was only finalised at the end of May, so short lead time did not allow us to make changes to packaging or develop new products so we really have focused primarily on in-store activities,” said Lindsay.
“The process of working with Glasgow 2014 was very simple and straight forward, working out the logistics of the deliveries was the only real challenge,” she added.
Kellogg had been associated with a number of sports prior to the Games, including the British Amateur Swimming Association and the Irish national Rugby Union team.
“We have found that this association makes sense to shoppers. Shopper engagement with the Commonwealth Games has been really high, so it felt like the perfect opportunity for Kellogg’s snacks,” said Lindsay.
Glasgow 2014 aimed to promote healthy living via the provision of a variety of foods including healthier options.
David Grevemberg, Glasgow 2014 Chief Executive, said prior to the Games: “At Games time it will be very important for our staff and volunteers as well as the athletes to keep their energy levels up and cereal bars will be a great way of doing this.”