Weetabix launches out-of-home campaign for Weetabix Melts

Weetabix has launched a new out-of-home campaign for Weetabix Melts.

Running until 5 December, the £300,000 campaign includes proximity outdoor advertising, targeted digital display and e-commerce and is expected to reach 11 million cereal lovers.

Weetabix Melts, which is available in Milk Chocolate and White Chocolate variants, was launched in Spring 2021 and is now worth £3 million at retail sales value. The product is HFSS compliant and high in fibre, low in salt, and fortified with vitamins and iron.

Anna Cheatley, senior brand manager at Weetabix Food Company, says: “We’ve had a brilliant first year of sales for Weetabix Melts – it’s a real hit with families and is becoming a firm favourite for both breakfast time and as a snack at any time of day. This campaign is set to drive even more awareness of the delicious HFSS-compliant range, with hyper-targeted out-of-home and online advertising.

“Analysing previous out-of-home, digital display, and e-commerce data, we saw a similar activation last year reach over 10 million, generating over 42 million impressions, so we’re confident we can reach a wide audience over the next month, driving shoppers to the cereal aisle to pick up a pack.”