Weetabix launches on-pack promotion to support FA partnership

Weetabix’s partnership with the FA is back this summer for the third year running and it has launched an on-pack promotion to celebrate the FIFA Women’s World Cup 2023.

Bestselling products from the Weetabix portfolio, including Weetabix Original, Weetabix Banana, Weetabix Chocolate and Weetabix Protein, feature the campaign until the end of September.

Shoppers purchasing any of these packs will have the chance to win an official FA shirt, with a new winner every 90 minutes. In addition, there are thousands of footballs to be won. Entry is via a QR code on pack.

With the FIFA Women’s World Cup being hosted in Australia and New Zealand this year, kick-offs will be at breakfast time in the UK, giving the breakfast cereal the competitive ‘Weetabix advantage’ over other categories ordinarily thought of as more natural companions for football.

The on-pack promotion is being supported by a 360-degree activation encompassing ecommerce, social media, and in-store shopper media and above-the-line advertising, in a campaign representing an overall investment in excess of £2 million. This includes the first ever TV advert to support Weetabix’s on-pack promotion in partnership with the FA, which will be a 10-second slot live for six weeks, with an estimated reach of 64% of the UK.

Lorraine Rothwell, head of marketing at Weetabix, says: “We’re proud to be championing women’s football once again this year. With the FIFA Women’s World Cup falling within the school holidays, this promotion encourages even more families to get behind the game and support their chosen team to victory in what looks set to be the biggest year for the sport yet.

“These packs will also highlight our partnership with the Weetabix Wildcats, through which we supports girls’ grassroots football – we’ve achieved 28,000 Weetabix Wildcats players so far and counting. It is a pleasure to be helping to nurture the next generation of football stars through this collaboration.

“Whether celebrating or nourishing them, Weetabix champions the goals of everyone in the home nations. This latest campaign is further proof that Weetabix gives you more with every box!”