Case Study: Kellogg's

Case Study 1

Group of swimmers

Kellogg's has sponsored the Amateur Swimming Association's (ASA) Award programme since 1998. In 2006 Kellogg's expanded the relationship with the ASA by announcing a three-year £3m programme which is designed to promote swimming as a great way to get the recommended amount of physical activity.

The programme reaches across the whole of Kellogg's business, providing a genuine social responsibility programme incorporating sponsorship, a community programme, on-pack promotions and employees.

There were three key objectives behind Kellogg's expanded partnership with the ASA:

  • encourage people to swim
  • communicate to consumers, especially young people, the importance of physical activity and promote swimming as a great way to get the 60 minute physical activity recommended by the Government's Chief Medical Officer
  • encourage employees to get involved in the programme by designing activities which suit the different working patterns of Kellogg's employees.

Gold Award Winner of 2007 Community Partnership Awards: Culture, Media and Sport Category

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Case Study 2

Wrexham Volunteer Sports CoachesKellogg's partnered with Wrexham Council Sports Development Team to help create a volunteer coaching programme whereby young people could train to become sports coaches for children. Kellogg's made a two year commitment and their financial contribution was matched pound-for-pound by Sportsmatch Wales. Kellogg's helped part fund the scheme as well as co-ordinated publicity for the coaching programme through newsletters and local newspaper articles, and within its own production site, encouraged own staff to get involved.

The Sports Coaches scheme has to date:

  • 100 coaches registered, with 85% volunteering regularly
  • provided 230 volunteer hours each month
  • benefited more than 3000 children from 28 schools and sports clubs, and
  • won the Local Sports Programme of the Year at the Sports-Match Awards in Cardiff.

This initiative is still running.

Silver Award Winner of 2006 Community Partnership Awards: Culture, Media and Sport Category

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More Information

FDF has published a booklet called Working in the Community: the food industry in action (pdf, 1.2Mb) . This publication features a range of company case studies and Community Partnership Award winners demonstrating how our members are forging links with their local communities and consumers.


Last reviewed: 16 May 2008