Weetabix has continued its investment in the cereal category with a new on-pack promotion, offering a host of football prizes and epic money-can’t-buy experiences with national team players. The promotion is part of its long-term partnership with the home nations’ respective football associations and support of grassroots football.
Running from May until October across its best-selling portfolio of products – including Weetabix Original, Oatibix, Weetabix Protein, Crispy Minis and Weetabix On The Go – prizes also include the ‘ultimate PE training session’ with FA coaches for one winner per nation and friends, signed shirts and tickets to international matches*.
The promotion is perfectly timed ahead of the big summer of football and the partnership aims to encourage kids to get active and help the nation to embrace healthy choices.
Weetabix grew by +£12million in 2020[1], bolstered by an increase in cereal consumption with more at-home breakfast occasions, as well as a spike in online shopping and bigger pack purchases. The new on-pack campaign is expected to capitalise on these gains, helping Weetabix to drive sales during the summer months, which are traditionally quieter for the category.
The promotion will benefit from major in-store displays in grocery stores, whilst Weetabix will work with field sales specialists REL to create depot displays at wholesalers and provide POS to convenience retailers. Following growth in online purchases, Weetabix will also invest in digital grocery marketing to ensure high visibility at all touch points.
Gareth Turner, Head of Brand at Weetabix, said: “We’re thrilled to bring this partnership to life, offering unique prizes and access to some of the biggest British football players across the men’s and women’s game. We’ve heavily invested in the cereal category in the past 12 months, with £14million spent on marketing, and this promotion will further reinforce Weetabix as part of the fabric of British society.
“Landing ahead of a big summer of football, it will be a great opportunity for retailers to maximise this hook, help the nation to get active and to make the cereal shelves stand-out in 2021.
“Spontaneous awareness of the Weetabix brand is up 39% year-on-year[2] and this campaign will help us to further increase penetration for all parts of the Weetabix portfolio, building on a successful year for the brand and supporting our big growth ambitions.”
The new partnership will focus on Weetabix’s strong nutritional credentials, with all Weetabix branded products classified as non-HFSS[3], helping to support the health of the nation with a strong start to the day.
The UK’s favourite cereal[4] has also outlined its support for grassroots football as part of the partnership, becoming the lead partner of The Football Associations’ girl’s participation programme, ‘Weetabix Wildcats’, and title partner of the Football Association Wales Trust grassroots girls’ football initiative, ‘Huddle, powered by Weetabix’.
* Competition T&C’s – www.winwithweetabix.co.uk
[1] Kantar Worldpanel to 27th December 2020
[2] Dipsticks Brand Health Study March 2021
[3] *Non-High fat, salt and sugar
[4] Nielsen data to 26th December 2020
