Kellogg's partnership with ASA earns top award

Kellogg’s has been recognised for making a significantly positive impact on the community thanks to its partnership with the ASA.

The company was awarded the 2009 Silver Food and Drink Federation’s Community Partnership Award in the Culture, Media and Sport category on 15th October at a special lunchtime event at the Institute of Directors in London.

Since beginning their partnership with the ASA in 1996, Kellogg’s has demonstrated that they are committed to supporting a ‘grass roots to gold medals’ programme of swimming to encourage more people to learn to swim and get active.

Video of the making of the Special K 50th anniversary photoshoot (3m 41s flashplayer required to view)

Kellogg’s is aware that an active lifestyle is key to improving and maintaining good health, and through research discovered a significant amount of girls and boys aged two to 15 were not meeting the Government’s targets for the recommended levels of physical activity.

In 2008 Kellogg’s launched its Free Swim Programme after identifying cost as a barrier for consumers, so the programme was designed to remove this barrier by offering one free swim voucher with every promotional pack of cereal. This led to 923,000 free swim vouchers being redeemed.

As part of its work with the ASA, Kellogg’s has set up over 40 community projects to address specific local barriers to keeping fit including: transport for rural communities; women-only sessions for women and children from ethnic minorities; and specialised teaching for disabled children.

Kellogg’s also launched its Family Swim Challenge, which further strengthens the campaign to get more people swimming.