Next month 500 000 breakfasters will wake up to a bike promotion by Giant UK. Kelloggs Sustain and Start packets will feature competitions to win Giant bikes

Giant tells nation to wakey, wakey ride and shine

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."

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