RPM creates Ultimate Sports Day for Weetabix

RPM's Weetabix Ultimate Sports Day at the Copper Box Arena
RPM's Weetabix Ultimate Sports Day at the Copper Box Arena

Breakfast cereal brand Weetabix and its above the line agency BBH tasked RPM to deliver a sports-themed activation at the Copper Box Arena, located within London's Queen Elizabeth Olympic Park.

The Weetabix Ultimate Sports Day took place yesterday (14 July) and was attended by 400 competition winners aged between six and 11 years old. RPM and BBH were delivered a brief to get children active, encourage them to eat a nutritious, healthy breakfast and to have recurring interactions with the brand.

The event gave primary school children the chance to meet Olympic gold medal winner Mo Farah and become mini Olympians for the day by entering an on-pack competition and submitting designs for their ultimate obstacle course. The two best ideas were brought to life at the event and the winning schools were invited to participate.

For the Weetabix Ultimate Sports Day, RPM created mini starting blocks, gold spoons in display cases, chalk bowls for the javelin and digital ‘Weetabix Record Boards’ to showcased highest scores. 

The agency also created integrated touch-points throughout the event, which included nutrition and sports-themed activity packs to complete whilst travelling to the stadium, the chance to ask Mo Farah a question, educational interactive installations showcasing how Weetabix is made and a communal breakfast before the main activities.

Bryony Dellow, integrated producer at BBH, said: "RPM has managed to create an unforgettable event that’s genuinely worthy of the title ‘ultimate sports day’. But in addition to delivering an engaging and fun-packed event, they have also managed to build an experience that is well branded and will help put Weetabix at the front of children and parent’s minds."

Dom Robertson, managing director at RPM, added: "To truly turn this event into the ultimate sports day we had to host an experience that would live up to its Olympic setting.

"The biggest challenge was ensuring the experience was practical, safe and engaging for young children whilst making sure the games were as authentic as possible, honouring Olympic traditions and features throughout."

Keep up to date with our latest sport news on our dedicated Sport channel, and on social media via the hashtag #EventSportnews.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com, plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free