Any-Which-Way-A-Bix returns with delivery service, new recipe book and TV creative
Weetabix, the UK’s number one breakfast cereal brand[1], is partnering with Deliveroo to bring tasty ‘Any-Which-Way-A-Bix’ creations direct to consumers for the first time.
Available on Tuesday 1st and Wednesday 2nd September in Leeds and London, just before most schools in the UK are due to return following the summer break, 500 delicious breakfasts will be up for grabs across both cities*. Geotargeted adverts will run on Instagram to raise awareness of the campaign in the local area.
Five selected recipes will be available for delivery, lovingly designed by Weetabix fans across the UK. These were created as part of January’s ‘Any-Which-Way-A-Bix’ recipe book campaign, which invited the nation to share their favourite ways to use Weetabix for the chance to win £10k and also includes recipes from brand partners Whitworths and Rowse Honey.
The recipe book features 24 tasty ways to enjoy Weetabix throughout the day and is included in the Deliveroo delivery package, alongside money-off vouchers for consumers to redeem on their next Weetabix purchase. The exclusive recipe books will also be distributed to consumers via daily social media competitions and used as part of an Any-Which-Way-A-Bix influencer campaign.
Pop-up kitchens will be created in both cities to produce the personalised Weetabix bowls. The breakfasts will be delivered in recyclable boxes, with the ingredients pre-measured to reduce waste and to make it easy to assemble.
A refreshed Any-Which-Way-A-Bix advert is also returning to TV and online throughout August and September, updated to reflect the last few months with recipes including the lockdown haircut-a-bix. This is supported alongside additional instore, online shopper investment and radio airplay. Weetabix has increased its £11m marketing budget by 15% during lockdown, with cereal sales performing strongly since March, up 11% compared to last year[2].
Francesca Theokli, Marketing Director, Weetabix Food Company, said: “It’s been an incredibly uncertain time for consumers of late and when it comes to food at home, we’ve seen shoppers look to the comfort and reassurance that big, familiar food brands like Weetabix can bring – shown with cereals brand value sales currently growing 70% faster than private label[3]. We’re delighted that the Any-Which-Way-A-Bix campaign has proven to be very relevant; bringing inspiration and enjoyment to people’s breakfast bowls at a time when they need it. The Weetabix-Deliveroo partnership feels like a brilliant opportunity to take that one step further, delivering delicious ‘Any-Which-Way-A-Bix’ breakfast creations directly to consumers homes.
“We’ve grown our brand advertising investment by over 30% in the last year, making Weetabix one of the top five largest food brand advertisers on TV. We planned in 2020 to invest a record £11m on advertising, however as a result of accelerating consumer demand, we’re further increasing this investment by 15% in the next few months in order to continue to inspire the nation to have their Weetabix!”
* London – a total of 300 breakfasts (150 per day)
Leeds – a total of 200 breakfasts (100 per day)
[1] Nielsen Retail Sales Value (December 28th)
[2] Kantar cereal sales performance, 12 weeks to 12th July vs LY
[3] Kantar cereal sales performance, 12 weeks to 12th July vs LY
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