Kellogg’s
Train Like a Pro
Every summer holiday brings the same challenge for parents across the UK. Keeping children entertained, active and engaged while juggling work and childcare.
In August, Kellogg’s launched an initiative designed to help. By offering 30,000 free football camp places across the UK, the campaign aimed to give families a simple way to keep children active while bringing communities together through football.
BF Media supported the campaign by leading the broadcast media outreach, ensuring the initiative reached as many families as possible.
The result
pieces of national broadcast coverage including BBC News Channel, Sky News, BBC 5 Live, GB News and LBC
Interviews
Audience reach
The Idea: Football That Brings Families Together
The campaign focused on a simple truth. Football is not just a sport. It is one of the easiest ways for children to stay active, build confidence and connect with others.
Research commissioned by Kellogg’s highlighted the pressures many parents face during the school holidays.
- 78% of parents worry about keeping their child entertained over the summer break
- 32% feel stressed about balancing work and childcare
- 30% feel constant pressure to keep their children engaged
The message was clear. Access to organised sport can make a meaningful difference for families during the holidays.
A Voice Parents Recognise
To bring the campaign to life, interviews were fronted by England legend Emile Heskey, now Head of Development for Leicester City Women.
As a father of six, Emile was able to speak authentically about the realities many parents face during the summer break and why football can be such a valuable outlet for young people.
His role in developing women’s football also allowed the campaign to tap into the growing momentum around the Lionesses and the wider interest in the game.
Tapping Into Football Fever
Interviews were timed just ahead of the new EFL season, when football naturally dominates the national conversation.
At the same time, the Lionesses’ recent tournament success had put women’s football firmly in the spotlight, giving the story additional cultural relevance.
By linking the campaign to these moments, the interviews moved beyond a simple promotion and became part of the wider conversation around football’s role in inspiring the next generation.
