Weetabix is back on TV screens with a lighthearted campaign to encourage Brits to try new ways of eating Weetabix.
Featuring the strapline, ‘New Year, New You-a-bix’, the advertising suggests a variety of ways to eat Weetabix and encourage shoppers to choose healthy cereals for 2022.
Gareth Turner, head of marketing, at Weetabix Food Company, comments: “Once again Weetabix is investing significantly during January and February, and we expect the campaign to help us fill more bowls than ever before.”
He adds: “It’s going to be a year of change, given HFSS, which will affect the way some cereals can be supported in-store and through advertising. As the entire Weetabix-branded range is already HFSS compliant, with no need to reformulate, we are in a position where we can continue to confidently invest in our brands throughout 2022 and beyond.”
Available on-shelf from January to March, the packs offer consumers the chance to win Roald Dahl merchandise – with 7,500 prizes, including box sets of books and crockery sets, up for grabs. A microsite will also host free Roald Dahl activities.
Backing the promotion is a £100,000 shopper activity investment, which includes digital activations and PoS. Consumer social media campaigns will run across the Ready brek and Roald Dahl channels.
Alastair Porter, marketing controller, says: “Roald Dahl is immensely popular with families, with a 98% awareness rate. This partnership aims to ignite some love back into the brand and category, increasing our reach to families and introducing new consumers. As a result, we’re expecting a sales boost for Ready brek, adding incremental value to the rest of the category.”