ABOUT

The Weetabix Ultimate Sports Day concept encouraged children aged six to 11 to get active and eat a nutritious, healthy breakfast, portraying the Weetabix brand as fuel for children's active play and achievement. Primary schoolchildren were invited, via their schools and an on-pack competition, to submit ideas for their 'Ultimate Obstacle Course' for a chance of meeting hero Mo Farah and becoming mini-Olympians for the day.