Weetabix’s new summer of sport campaign will be complete with a £3m advertising investment and on-pack promotion.

During the summer months, the iconic brand is aiming to encourage all ages and abilities to take on a #sportingstarts and get active.

Throughout July and August, over 15 million special promotional packs will be available in stores across the Weetabix family and consumers will gain a reward with every purchase.

All promotional packs will contain an instant win code which consumers can enter online to find out if they have won a top tier sporting reward. Here, consumers have the choice of ‘money can’t buy’ experiences such as training sessions with athletes including former heptathlete Denise Lewis MBE, and products such as a family bike set, sports kit for their team or a five-year gym membership.

Weetabix is also giving a free or 2-4-1 sports session with every promotional pack. Consumers can choose from a variety of sports activities including football, dancing, Tae Kwon-do, paintballing and scuba diving.

Over the coming months, former Heptathlete Denise Lewis OBE, footballing legend John Barnes and Wales international Rugby star George North will all be taking on exciting sporting challenges to push them outside of their comfort zones; powered by the nutritionally balanced, natural goodness of Weetabix. With the help of these sporting legends, alongside the consumer promotion, ‘Summer of Sport’ intends to encourage and inspire the great British public to get up, get active and join in.

Weetabix senior brand manager Victoria Westwood said: “I’m hugely excited about our summer of sport campaign which demonstrates our great Weetabix nutrition through getting the nation active. We hope the new campaign helps to highlight the importance of a proper breakfast as well as staying active; and with the help of some well-known sports stars we will be inspiring Britain to do just that.”

The campaign will kick off in June, with promotional packs running across 12’s, 24’s, 36’s, 72’s, and also Minis, Protein Crunch and Oatibix.