Kellogg’s GAA Cúl Camps
Kellogg, the market leading producer of cereals, and cereal snacks is proud to be the official partner to GAA Cúl Camps. Kellogg’s GAA Cúl Camps is the first major partnership between Kellogg and the GAA and aligns the global family brand with Ireland’s largest sporting organisation.
The partnership is a great fit for the two organisations both of which are at the heart of family life in Ireland. Since the introduction of Kellogg’s to Irish breakfast tables in 1924, the brand has become synonymous with breakfast time. Here in Ireland, people eat more breakfast cereal at 9kg per head than anywhere else in the world and Kellogg’s philosophy is that good health depends on a good diet and active lifestyle.*
According to Jim McNeill, Managing Director of the Kellogg Company of Ireland: “This is a great partnership for Kellogg, since like the GAA, we have a grassroots presence in homes across Ireland. We are delighted to be involved in a partnership which involves Irish kids participating in team sports and learning sporting and personal skills which will help them to grow, develop and be their best.”
During the course of the partnership, Kellogg, which has a presence in 68% of Irish homes, has the potential to increase participation levels in GAA Cúl Camps which are the most popular sporting camps in the country, with over 100,000 children participating per annum. Kellogg’s GAA Cúl Camps are promoted with an extensive media campaign which includes a presence on Kellogg’s cereal packets.**
*AC Nielsen Total Cereals KG FY 2015 (+Dunnes & Discounters Estimate), CSO Census Data 2011
**Source is “Kantar Cereals – Kellogg Total HH Penetration FY 2015”