Weetabix, the nation’s favourite cereal brand, is bringing back its disruptive Any-Which-Way-A-Bix messaging ready for the Back to School period.
The multi-channel promotion will see a return to TV of the Nick Frost-voiced TV advert, as well a social media influencer push and online campaign. There will also be new in-store activity and POS across major retailers, including digital screens and branding at store entrances. While Weetabix packs will continue to be emblazoned with the Any-Which-Way-A-Bix slogan.
Originally launching in January 2019 as a compliment to the award-winning ‘Have You Had Your Weetabix?’ campaign, Any-Which-Way-A-Bix has proven to be a very effective sales activation. Not only did it help to increase incremental category value during the first four weeks of going live, sales of Weetabix soared, up +4% compared to 2018 and +5% compared to 2017[1].
Weetabix is also the biggest cereal brand in terms of media spend in 2019 – investing double compared to its nearest competitor and with a 28% share of the cereal market[2].
Charlotte Hunt, Senior Brand Manager, Weetabix says: “We know that consumers are adding more toppings to their Weetabix, with 53% of Weetabix occasions personalised with extra ingredients such as fruit, nuts and yoghurts[3]. The first stage of the campaign brought this to life for consumers, bringing new and lapsed shoppers back down the cereal aisles, while also increasing basket spend for complimentary products.”
Over 130 million bowls of Weetabix are personalised “their way” by consumers each year. As part of the additional investment, a social media influencer campaign engaging 48 influencers and aiming to reach over 1.2 million people will take place with Weetabix continuing to tap into the mass trend for customising food.
Hunt adds: “Taste is still the number one purchase decision driver and this campaign celebrates all the unique ways Britons enjoy their Weetabix with fun and playful recipe inspiration on TV, on pack, online and in-store – from the Exotic-a-bix to the Bonkers-a-bix. Over 40% of people saw our Any-Which-Way-A-Bix packs in stores the first time around, driving year-on-year purchase intent and penetration of Weetabix, as well as encouraging shoppers to try more of our great tasting and healthy* cereal.
“With children heading back to school and the rest of the country getting back into the swing of things after the summer, it’s the perfect time to turbo-charge our marketing communications as we look to increase sales and penetration for the year ahead.”
*Riboflavin, Niacin, Iron and Folic Acid contribute to the reduction of tiredness and fatigue as part of a healthy diet and lifestyle.
[1] AC Nielsen for the 4 weeks ending 26th January 2019 compared with same period in 2018 and 2017
[2] Nielsen Ad Dynamix (March – May 19)
[3] Ipsos, 2019
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