The UK’s number one breakfast cereal, Weetabix, returned to TV screens In January with a topical and light-hearted New Year creative. The campaign encouraged the nation to start the day right with versatile, inspirational recipe ideas and featured the by-line now synonymous with the brand – ‘Have You Had Yours?’.
The £2million campaign, set to reach 70% of the UK population five times each, ran across TV, Video on Demand, online and social media platforms through January and February. Retailer-specific activity included online advertising via Criteo and ‘Pay Per Click’ investment to ensure Weetabix was top of mind for the health-seeking audience, as up to 30% of Weetabix sales are now made online.
To support the ATL campaign, instore and online retail featured a ‘Superfood’ message highlighting Weetabix Original and Oatibix’ nutritional benefits, including 100% wholegrain, high in fibre and added vitamins and minerals, helping shoppers to make healthy choices this New Year.
Gareth Turner, Head of Brand at Weetabix Food Company, comments: “The new TV ad and in-store campaign kick started another big year for Weetabix and builds on our ongoing commitment to driving category sales. In 2020 we made our biggest marketing investment for more than a decade and this campaign set Weetabix up nicely for a host of exciting activity throughout 2021, including our exclusive partnership with The Football Association.
“Start the year with an Original Superfood’ built on the insight that 40% of the UK said that they ate more during lockdown, and a significant 80% want to make greater attempts to stay healthy – so we were looking to inspire Brits to start 2021 (and the day) in the best possible way.”