Weetabix has launched a £1.5 million campaign encouraging consumers to try out new ways of eating the cereal.
The campaign is set to run across TV, video on demand, online and social media platforms throughout January and February, supported by online and in-store shopper marketing.
The cereal brand campaign will feature creative topical subjects such as “plant-based eating”, “remote working” and “self-driving cars” alongside its campaign line “New Year, New you-a-bix” in a bid to inspire new inventive ways to eat Weetabix and encourage consumers to choose healthy cereals for 2022.
“Already present in over 6.5 million households, the new TV ad and in-store campaign see us kick start another big year for Weetabix,” Weetabix’s head of marketing Gareth Turner said.
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“It builds on our ongoing commitment to driving category sales and supporting healthy choices at such a key time of the year.”
Turner added: “ ’New Year, New you-a-bix’ takes a light-hearted look at some of our new year resolutions and aims to inspire the nation to start 2022 (and the day) in the best possible way.
“It’s going to be a year of change given HFSS, which will affect the way some cereals can be supported in-store and through advertising.
“As the entire Weetabix-branded range is already HFSS compliant, with no need to reformulate, we are in a position where we can continue to confidently invest in our brands throughout 2022 and beyond.”
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