The UK’s favourite breakfast cereal, Weetabix[1], is showcasing value through versatility in a new take on its ever popular ‘Any Which Way A Bix’ campaign. Weetabix has created a free digital recipe book to inspire the nation with healthy, affordable meals and snacks for breakfast and beyond.

With costs rising in almost every part of our daily lives, there has never been more demand not only for affordable meal solutions, but also advice on how to make household budgets stretch further. Every recipe in the book costs around 80p per serve and has been specially developed by experts to build a range of simple to prepare dishes that can be enjoyed around the clock. From starting the day with a Weetabix Smoothie and a post-run Weetabix protein ball, to Weetabix Breaded Chicken at lunch and indulging with some Weetabix Tiramisu after dinner. This inspirational guide aims to show consumers that their breakfast favourite could very easily become one of the family’s favourite teatime snacks or mid-week meals.

This latest innovative expansion of the ‘Any Which Way a Bix’campaign will be supported by a £2million investment including a new broadcast creative airing from 3rd January 2023 and amplified across YouTube and Video on Demand. The end frame of the new film features a scannable QR code to directly link and download the Weetabix recipe book. Additional consumer activity includes high profile in-store media and POS investment, as well as activity across Facebook, Instagram and TikTok where a select team of social influencer ‘Bixers’ will demonstrate selected recipes from the cookbook throughout the month of January.

Lorraine Rothwell, Head of Marketing at Weetabix Food Company, said: “As we all face into tough times, we want to remind consumers not only that we’re on their side but also that Weetabix is central to starting the day right. Consumers trust us to provide a healthy, nutritious breakfast and now we’re looking to help at other times. Our recipe book offers consumers affordable and versatile inspiration, helping them to reconsider the role that Weetabix plays in their routine by catering well beyond traditional breakfast occasions.”

“One large box of Weetabix can feed a family for four for nine days. It is one of the most nutritionally dense cereals on the market, and this campaign will remind consumers of those credentials and give them even more Bang For Their Buck A Bix. Have you had yours?”

[1] Kantar 52 we 05 09 21

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