According to The Telegraph, Britain’s kids may be exposed to a clever advertising campaign in which 15 ‘super active’ kids under 13 are being paid to wear clothing bearing the Weetabix logo. The idea is that these ‘busy’ and highly social young people will inspire other children to demand Weetabix as their breakfast cereal after seeing the casual clothing emblazoned with the Weetabix picture. In other words, the children are to be mobile advertisements for the value of the brand in creating healthy, happy, active lifestyles.

On a similar basis, Angus Council in Scotland had such a great response to hosting the Ricoh Women’s British Open that they are wooing it for a return visit. More than 40,000 visitors travelled to Carnoustie for the event, at which golfer Catriona Matthew was sponsored to wear specially branded clothing in a drive to boost tourism throughout the area. Matthew has a natural link to the area and embodies the attributes that the local council wants to promote: natural, healthy, local and outdoorsy.

If such approaches work for Weetabix and Angus Council, perhaps they can work for your business? Sponsoring a local volleyball team, providing high visibility clothing for a group of vulnerable young people working on a collective allotment or supporting a group of BMXers with personalised hoodies and knee pads are all ways of boosting your business profile by identifying it with values that matter to your brand.