Giant Bicycles have teamed up with Kellogg's Sustain and Start cereals to give away five OCR road bikes. Giant Bicycles will feature on the fronts and backs of well over
half-a-million cereal boxes UK-wide throughout July, August and September.
The initiative will run alongside competitions offering Giant Boulder
mountain bikes in Asda and Tesco stores.
Ian Beasant, sales and marketing director for Giant UK, said:
"Sustain and Start cereals are aimed at adults aspiring to lead a healthy
lifestyle and Kellogg's felt that the image Giant Bicycles and road racing
offer is perfect for that market. We were keen to be involved because it
fits very well with our overall marketing and PR strategy. We are eager to
promote cycling to the mainstream audience."