Kellogg’s Aim for Relevance in GAA Deal

GAA Legends Henry Shefflin and Karl Lacey launch Kellogg’s renewed sponsorship deal with GAA Cúl Camps

Kellogg’s has stepped up the relevance of it’s award winning sponsorship of the Kellogg’s GAA Cl Camps this year with the launch of a pioneering new initiative ‘Kellogg’s Powering Play’.

‘Kellogg’s Powering Play’ is a game based nutritional workshop for kids aged up to 13 which will be piloted this summer at 14 Kellogg’s GAA Cúl Camps around the country.

Delivered by trained GAA coaches and senior inter-county players, Powering Play is designed to teach children about powering their play through nutrition and eating well.

It comes off the back of research which reveals children’s confusion around good and bad food.  21 per cent of children interviewed believed that chicken nuggets were healthy and good for them while 47 per cent could not name a single vitamin or mineral.

By communicating better food messages about snacks and nutrition through Gaelic football and hurling heroes, Kellogg’s and the GAA’s aim is to empower children to make healthier decisions at mealtimes.

Participating children will be armed with the nutritional knowledge that eating breakfast, a balanced and healthy diet and keeping hydrated will help them run faster, jump higher and essentially have more energy, and fun.

Kellogg’s is promoting the return of Cúl Camps through television advertising and on-pack promotion, both of great value to the GAA and the clubs which host the camps across July and August.  There will also be a competition to win a training session with recently retired hurling legend Henry Shefflin who has in the past been involved in promoting Centra’s involvement in the All Ireland Hurling Championship

Last year 89,126 children participated in 1050 camps across the country and that number is expected to climb again this year.

“The ‘Kellogg’s Powering Play’ module will teach children that a healthy balanced breakfast and diet can kick-start their day and fuel their morning, helping them to concentrate, and giving them the energy to play all the Kellogg’s GAA Cúl Camp games,” said Laura Street, Kellogg’s nutritionist.

“A massive 89% of the children surveyed play sport at least twice a week outside school and having a balanced diet, including breakfast, containing some carbohydrate such as a fortified grain based cereal with milk and a piece of fruit is ideal to fuel these activities.”

“Our partnership with Kellogg’s, through our hugely successful Cúl Camps, has been mutually beneficial for both organisations and has helped our numbers to continue to grow,” added Paraic Duffy, GAA Director General.

“‘Kellogg’s Powering Play’ is an excellent initiative that places a further emphasis on educating young people about the benefits of healthy eating and leading an active lifestyle. I wish everyone associated with it every success with its roll out.”

Image Credit: Sportsfile

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