YouTubers The Sidemen have drafted in British darts sensation Luke Littler to promote their new cereal brand, BEST.

As a result, Littler will appear in BEST’s launch social ad, which has been created in partnership with After The Party Studios.

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The campaign, which launches tomorrow [6 March] will include a nationwide OOH campaign across London, Manchester, Birmingham, Liverpool and Sheffield.

It will also span a nationwide radio campaign across Global Media, with digital media placements across university campuses’ in Birmingham, Coventry, Leicester, Liverpool, London, Manchester, Newcastle, Nottingham, Sheffield, Bristol, Glasgow and Henley-On-Thames, alongside in-store media at the group’s Bluewater store.

The teaser video for the brand will be released at midday today on its Instagram before the full video will launch on tomorrow, which showcases the darts star tucking into a bowl, whilst throwing three bullseyes.

The Sidemen’s Joshua Bradley, known online as Zerkaa, said: “BEST is looking to bring everything the Sidemen is and does into the best possible breakfast product we can create. Directly supporting charities and providing a tasty product that is a healthier option for kids and adults to enjoy on the daily.

“The partnership with Magic Breakfasts is really important to all of The Sidemen as it means we’ll be helping kids who don’t always get a breakfast but would love to get the best start to their day. And having Luke Littler in our ads is perfect, because he’s 100% the best at darts in our eyes, the man’s already a legend!”

The brand will also be donating a significant proportion of its profits directly to Magic Breakfast, a UK-based charity that ensures children have access to a filling breakfast, every day.

The Sidemen’s Manager, Jordan Schwarzenberger, added: “It’s brilliant to be working with the BEST cereal manufacturer in the UK, Mornflake, to make this product for The Sidemen, and to have secured such strong distribution with Tesco at the start of this brand’s journey.

“We feel like we have put in place a lot of powerful building blocks for BEST, have got some brilliant stuff lined up to support it moving forward and will give it the best start possible to its life.”