Weetabix, the UK’s number one breakfast cereal[1], is bringing back its successful and hugely popular Any-Which-Way-A-Bix campaign, introducing a new ‘Win £10,000’ on-pack promotion and in-store activity in the new year.
An extension of the famous ‘Have You Had Your Weetabix?’ messaging, the new activation is part of a wider £11million media spend and aims to drive penetration and category value by encouraging consumers to share their Weetabix creations to win the cash prize.
With 130 million bowls of Weetabix personalised by consumers each year, Any-Which-Way-A-Bix taps into the growing trend for customising food, celebrating all of the unique ways Brits enjoy their Weetabix. The 2019 campaign saw an impressive +7% uplift in sales and increased the number of new Weetabix shoppers, making it the brands most successful campaign and best performing TV creative to date.
A bold and engaging limited-edition pack design will feature on all core Weetabix Original packs, including grocery multiples and PMPs. Launching in January with a month of in-store activity and remaining on-pack till March, the distinctive new packs feature colourful fruit, nuts and seeds and the ‘share your creations to win £10K’ campaign graphic to encourage consumer involvement and purchase.
The on-pack be supported by an updated Any-Which-Way-A-Bix TV advert as part of a £11million media spend – Weetabix has nearly tripled its advertising investment between 2018 and 2020 across TV, radio and digital campaigns. A significantly increased shopper marketing budget will capture shoppers’ attention with in-store promotions and POS. Inspiration for bowls will be available across Weetabix’s social media, with consumers using #AnyWhichWayABix to enter their own creations. Weetabix will also work with influencers to generate further breakfast excitement and healthy recipe inspiration to help consumers start the day, and the new year, right.
The campaign is the first part of a wider marketing strategy for 2020, with Weetabix aiming to triple its sizeable advertising investment between 2018 and 2020 across TV, radio and digital, with more exciting activity to be unveiled later in the year.
Charlotte Hunt, Senior Brand Manager, Weetabix says: “We’ve gone bigger and better with Any-Which-Way-A-Bix for 2020. The amplified campaign builds on the success of last year as we aim to once again inspire and capture the attention of the nation, reinforcing Weetabix as an enjoyable, healthy and advantageous way to start the day. With striking new visuals and an exciting new on-pack proposition, we’re confident that this campaign will bring more shoppers to the cereal aisle and drive fantastic results.”
Weetabix is found in over 35% of UK households and 1.3 billion bowls have been eaten in the past year[2].
[1] 12 month period ending 7th September 2019, Nielsen
[2] Kantar: Purchase and Usage panel – 52 we 03 Nov 2019
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