Kellogg's
Football Camps
Date
July,2026
Client
Kellogg's
Kellogg’s Football Camps were back for a third summer, offering over 39,000 free places at 73 clubs across the UK and with the world cup having just ended and the summer holidays about to start BF Media….. through a partnership with the English Football League, Manchester City, Celtic and Rangers. With six weeks of holidays putting pressure on every household, Kellogg’s wanted as many families as possible to know the camps were available. BF Media was brought in to secure broadcast coverage that would get that message in front of parents nationwide.
The Result
Pieces of Coverage
National coverage secured on Track Radio, Fix FM and Sky Sports
Reach
The Story
New research showed that 74% of parents said big sporting moments inspired their kids to get involved in sport themselves, while 30% relied on free activities to get through the summer holidays. We built the story around that window of opportunity, positioning the camps as a free, structured way to keep the kids entertained over the summer holidays and get them onto the pitches.
The Voice Behind the Story
Joleon Lescot fronted the campaign, the former England international, Manchester City defender and father, who was part of the coaching staff behind England’s European Championship winning Under-21s side. As someone who understood the pressures of keeping kids entertained over the holidays, his coaching credentials and personal experience combined to give the message real weight.
A Full Day of National and Regional Broadcast
The campaign landed TV and radio outlets nationally and regionally, timing the story to land as the camps launched nationwide. A film crew from Sky Sports was among those on location. The strength of the story carried it further still, with Global sharing it across its wider network of stations.
