Weetabix announces £2 million investment to drive cereal sales

Weetabix, the nation’s favourite breakfast cereal (Nielsen), is kicking off the New Year with a nationwide campaign with the theme: ‘Do You Heat-a-bix or Weetabix?’.

#Debatethebix encourages shoppers and retailers alike to claim their favourite serve – heated up for a warming start to the day, or served with cold milk.

The campaign is supported with a £2 million investment, aligned with a key trading period for cereal – during which Weetabix is expected to be the number one advertising spender in the category. The goal is to drive consumption through warm serves during the colder months, aligning with evolving consumer preferences.

The campaign, which will reach an estimated 84% of the population, has a new bespoke TV advert. #Debatethebix will be seen across linear TV across all mainstream channels, catch-up and digital, as well as support on social media and via PR and in-store activations. There will also be significant investment in visibility within stores to boost the cereal category.

Lorraine Rothwell, head of marketing at Weetabix, says: “We are so excited to launch Do You Heat-a-bix or Weetabix?, and get the nation to #Debatethebix! This significant investment shows our support for our the category and our retailers during this crucial trading period.

“We know the impact of an authentic emotional connection with our brand – just look at the success of previous award-winning campaigns like ‘Beans on Bix’ and ‘#MilkFirst’. The Do You Heat-a-bix or Weetabix? #Debatethebix campaign is not just about breakfast; it’s about creating connections and celebrating the myriad ways people enjoy their favourite cereal.”