This week, families got more than they bargained for during their weekly shop, as former England goalkeeper Ben Foster dusted off his gloves and took up position – not between the posts, but in the supermarket aisle.
Joined by Barnsley striker David McGoldrick and Oldham defender Will Sutton, Foster led an unexpected in-store football line-up, surprising families and turning a routine grocery run into a football-filled experience. Together, the players – including Foster, a familiar face across EFL clubs such as Watford, West Bromwich Albion and Birmingham City – were on hand to remind shoppers that Kellogg’s Football Camps are back for the summer, with thousands of FREE places still up for grabs nationwide.*
From stepping in at the checkout to pulling off keepie-uppies in the cereal aisle and handing out cereal boxes, the players brought football fever to every corner of the store. The fun didn’t stop there, with young shoppers even stepping up to take penalties against Foster himself – giving them a taste of what’s in store at Kellogg’s Football Camps this summer.
Designed to support families during the school holidays, the camps give girls and boys aged 5–15 the chance to get active, build confidence and make new friends in sessions led by FA-qualified coaches – while offering parents some extra support during the busiest weeks of summer.
Getting involved couldn’t be easier. Parents simply need to buy a promotional pack of Kellogg’s cereal while they shop, scan the on-pack QR code, and sign up for one of over 39,000 FREE football camp places available nationwide – spanning everywhere from Doncaster and Swansea to London and Glasgow.
The surprise supermarket takeover comes as new research from Kellogg’s highlights the reality facing families over the summer break, with 58% of parents saying they take their children on supermarket trips throughout the holidays, often struggling to keep them entertained (42%). The camps are available across 73 locations with the aim that they are accessible to most families in the UK.
The research also highlights the wider pressures parents face during the school holidays, with 50% saying they feel stressed at the thought of the summer ‘juggle’, while finding affordable activities (40%) and balancing work and childcare (34%) rank among the biggest challenges. Encouragingly, 45% of parents say making friends and supporting mental wellbeing are key reasons for getting their children involved in sport – alongside reducing screen time (47%) – highlighting the value of accessible activities like football camps.
Ben Foster said: “Taking something as everyday as the weekly shop and turning it into some football fun for families has been brilliant. I remember going to the supermarket with my parents when I was younger, and wishing I was out playing instead, so it’s great to show shoppers that they can stock up their cupboards and keep their kids active at the same time . Kellogg’s Football Camps gives kids the chance to learn new skills and make new friends – all whilst giving parents a helping hand over the busy summer holidays.!”
Dean O’Brien, UK General Manager, Kellogg’s said: “We know the summer holidays can be a real juggle for families, so we’re proud to bring Kellogg’s Football Camps back for a third year in a row. With over 39,000 free places available, it’s never been easier to get involved. Parents can simply pick up a promotional pack of Kellogg’s cereal during their weekly shop and turn it into a summer of football for their kids.”
For a free place, parents can sign up by purchasing a participating Kellogg’s cereal box and scanning the on-pack QR code or visiting www.kelloggsfc.com.
