“The Kellogg’s GAA Cúl Camps 2025 campaign revitalised a 14-year sponsorship, seamlessly blending commercial objectives with profound social impact. Our core aim was to refresh this beloved summer activity, boost registrations, and amplify Kellogg’s on-pack competition, all while reinforcing Kellogg’s commitment to inclusivity and community.
A cornerstone of this success was the “”Cúl and Curious”” programme, a bespoke initiative that introduced 83 children from migrant backgrounds, including those from IPAS centres, to Gaelic Games. We meticulously organised transport and covered registration fees, fostering genuine integration with local communities. This unique event, supported by our GAA and lifestyle ambassadors, generated authentic, heartwarming content.
Our comprehensive PR strategy achieved widespread media cut-through, securing 44 pieces of coverage and a total reach of over 6 million by July 2025. Crucially, we balanced strong sports media presence with significant coverage in lifestyle publications, broadening our audience and effectively communicating our €25k club and €500 individual prizes. Ambassador social posts further amplified our message, reaching over 500,000 individuals.
This campaign successfully transcended traditional sponsorship, delivering commercial objectives while making a tangible, positive difference in children’s lives and strengthening Kellogg’s reputation as a brand deeply invested in Irish communities.”
