Weetabix, the nation’s favourite cereal brand, is launching a disruptive campaign with their retail partners, extending the famous ‘Have You Had Your Weetabix?’ campaign into an activation that aims to drive strong sales and category value of £10 million. The campaign is called ‘Any-Which-Way-A-Bix’ and launches in January 2019.
With 130 million bowls of Weetabix personalised “their way” by consumers each year the Any-Which-Way-A-Bix campaign taps into the mass trend for customising food and aims to celebrate all the unique ways Britons enjoy their Weetabix with fun and playful recipe inspiration on TV, on pack, online and in-store.
A new dedicated TV advert will run as part of master-brand media spend of over £10 million. This disruptive through-the-line campaign will be supported with in-store promotions and POS to capture shoppers’ attention. Inspiration for bowls will be available across all channels, not least on social media with consumers encouraged to create and share their own personalised Weetabix breakfasts.
Weetabix features on over 11 million UK breakfast tables[1] and accounts for 11% UK cereal category sales[2].
Torben Sherwood, Senior Brand Manager, Weetabix says: “With taste the most important aspect when it comes to choosing foods to buy, we know that people all over the UK are personalising their morning breakfast bowl with different fruits, nuts, yoghurts, milks and many more exciting options. As the number one breakfast brand, Weetabix is perfectly placed to celebrate this trend, inspiring more people to start their day ‘Any-Which-Way-A-Bix’ they like. By tapping into this trend, we’re confident we’ll drive further love of the Weetabix brand, drive value in the cereal category and across other “topper” categories such as fruit and yogurt.”
“Combined with our new TV advert and a substantial media spend, this is one of our biggest campaigns and builds on the success of our award-winning ‘Have you had your Weetabix?’ revival. We aim to excite and capture the attention of Britain, reinforcing Weetabix as a really enjoyable, healthy* and advantageous way to start the day.”
The Any-Which-Way-A-Bix campaign will feature across all Weetabix Original packs including grocery multiples and PMPs, and will be on shelf from 1 January 2019 along with the TV advert. Consumers will be encouraged to share their breakfast creations using the campaign hashtags: #AnyWhichWayABix and #HaveYouHadYourWeetabix?.
About Weetabix
Weetabix has been fuelling the nation for over 85 years (since 1932), and working exclusively with local farmers, all of our wheat in Weetabix Original comes from within 50-miles of our mills in rural Northamptonshire. We help people get the best out of their day with the Weetabix Advantage, and with all-green traffic lights on Weetabix Original which is naturally low in sugar, salt and fat, and with 100% wholegrain wheat, Weetabix is a great way to get more fibre every day.
*Riboflavin, Niacin, Iron and Folic Acid contribute to the reduction of tiredness and fatigue as part of a healthy diet and lifestyle.
[1] Kantar Worldpanel, MAT to 9th September
[2] AC Nielsen, MAT to 6th October 2018
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