The Kellogg Company has sponsored US Winter Olympians with two of its cereal and granola brands Bear Naked and Kashi.
Bear Naked will sponsor US mogul skier Hannah Kearney along with snowboarder Chas Guldemon. Kashi will back cross-country skier Kikkan Randall.
John King, marketing director of Bear Naked, said teaming up with winter sports Olympians was ideal for the brand. King highlighted how the partnership will link its use of natural ingredients with ‘fuel’ for sport.
It has launched a social media campaign in line with the sponsorship tagged #OneUpIt – encouraging picture and video sharing online of winter ‘antics’ as well as a live on-the-road build up to the games.
Kashi’s sponsored Olympian will work alongside the brand to promote the importance of healthy eating when it comes to lifestyle.