Weetabix is excited to announce its upcoming hero campaign, running from July until the end of September. During this time, our best-selling products, including Weetabix Original, Weetabix Banana, Weetabix Chocolate, and Weetabix Protein, will take center stage.
Customers who purchase any of these products will have the chance to win an official FA shirt, with a new winner every 90 minutes. All they need to do is scan the QR code found on the packaging and fill out a quick online form to instantly find out if they are a lucky winner. Furthermore, participants also have the opportunity to win one of the many footballs through the same seamless process.
With the FIFA Women’s World Cup being held in Australia & New Zealand this year, the games will kick off during breakfast time. This presents Weetabix with a unique advantage over other breakfast choices, which are typically not associated with football. In this way, our beloved breakfast cereal becomes the perfect companion for fans watching the matches.
This campaign also aligns with the back-to-school season, the second largest cereal trading period. As families transition back to their regular morning routines after the summer holidays, they seek value and nutritious breakfast options that can enhance learning. In fact, September experiences the highest volume of cereal sales in the past 12 months, as well as peaking buyer numbers and total shopping trips.
Lorraine Rothwell, our head of marketing at Weetabix, expressed her pride in once again championing women’s football. The promotion coinciding with the FIFA Women’s World Cup during the school holidays encourages more families to get involved and support their favorite team. This year, the sport is expected to reach new heights, and we are thrilled to be a part of it.
Our on-pack promotion will be complemented by a comprehensive 360-degree activation strategy. This will involve ecommerce, social media, and in-store shopper media, as well as Above the Line (ATL) advertising. Our overall investment for this campaign exceeds £2m, including the first-ever TV advertisement to support our on-pack promotion in partnership with the FA. This ten-second slot will air for six weeks and is estimated to reach approximately 64% of the UK population.
Weetabix invites everyone to join us in celebrating women’s football and experiencing the excitement of the FIFA Women’s World Cup. We are committed to giving our customers an opportunity to win amazing prizes and making breakfast time during this event even more enjoyable. Stay tuned for further updates and announcements regarding this fantastic campaign.
