Refresh the 'Breakfast of Champions' campaign. Wheaties' iconic 'athletes on the box' attracted a young consumer, and they wished to reach an older, more health conscious and active demographic through placing themselves as the nutrition needed to achieve goals rather than used by those living seemingly unattainable lives.

Engage with active ABC1 demographic to market cereal as means to achieve real life challenges for real people - the Breakfast of Everyday Champions.

Marketing centred around the 'Got Chocolate Milk' campaign ('Muddy Wheaties') and Mudders being on the Wheaties box. Our Mudders were the first non-elite athletes to appear on the iconic Wheaties box since the inception of their athlete linkups. Obstacle branding of Walk the Plank produced photos giving the appearance of jumping Mudders being on a Wheaties box, and trampoline and green screen photo activations allowed Mudders to download images from the Wheaties site photoshopped to show them on a box.

ROI far exceeded that expected, resulting in Wheaties renewing the partnership for the 3rd year running.

Integrating all parts of a partnership, incl. digital, POS, social and experiential to create 1 iconic image set was key. All activations focused on putting normal people on the Wheaties box, whether it was through Mudders on all boxes going into stores, or instant photo creation using green screens at events, or through branding the Walk the Plank obstacle like the Wheaties box so all participants were captured in photos showing them 'on the box'.