Skip to content
Search
AI Powered
Latest Stories

Weetabix announces £1m Chase partnership with ITV      

Weetabix announces £1m Chase partnership with ITV      

Leading cereal brand Weetabix has announced the launch of a new £1 million TV advertising campaign, developed and managed by Mindshare in partnership with ITV and its flagship quiz show, The Chase.

The campaign is due to run from 1 August until 30 September.


The TV ad spots, which will appear in a variety of 10 second and 20 second variants at primetime moments between each show’s finale, feature all six of The Chasers, as well as the iconic yellow packs of Weetabix Original and Weetabix Chocolate cereals.

Each advert is specifically tailored to fit the natural progression of the show, highlighting a delicious bowl of Weetabix as the key ingredient for either the contestant – or The Chaser’s – success.

The new partnership will be amplified on social media with fun and engaging content posted on Weetabix and The Chase online profiles across the campaign.

As one of the most successful and longest running quiz showsin the UK, The Chase, renowned for its difficulty and entertainment, is highly popular with adult audiences. With very few teams able to beat the smartest brains on television, viewers are asked, ‘Have You Had Yours?’ as they prepare for the challenges ahead.

The new partnership is the latest edition in a fresh drive for consumer awareness from the brand, which debuted ‘The Weetabix Discovery’ in April this year. A rallying cry to the nation, the £10 million campaign, which launched across TV, catch up, digital, radio, social and PR, explored the ‘scientific’ correlation between Britain’s recent societal and sporting performances and Weetabix consumption rates, and provides one clear solution – the nation needs to have theirs!

“We’re extremely proud to launch our new campaign with ITV and The Chase – we couldn’t think of a better partner for our brand message and values,” Lorraine Rothwell, head of brand at Weetabix Food Company, said.

“Combining the benefits of a nutritious and wholesome bowl of Weetabix with the dedication and skill to beat one of the UK’s most-loved and hardest quiz shows was a no-brainer! As the nation’s favourite cereal, this investment will help us reach a shared passion for some of our loyal Weetabix fans and engage new consumers looking to gain ‘The Weetabix Advantage’ in their day.”

Bhavit Chandarni, director of BE Studio at ITV, added: "This partnership is a perfect example of BE Studio's ability to bring together two iconic brands The Chase and Weetabix. It's an excellent example of how, at ITV, we can help advertisers amplify their campaigns in unique and creative ways. I'm particularly excited about the fun and entertaining social content that we've created."

More for you

Kingfisher Ultra arrives in the UK

Kingfisher Ultra arrives in the UK

Kingfisher Drinks, the world alcoholic beverage company, has announced the launch of Kingfisher Ultra, a super-premium world beer with an ABV of five per cent, which is now available for convenience retailers to stock.

Kingfisher Ultra was launched in India fifteen years ago and is now one of India’s fastest-growing beer brands with a compound annual growth rate of 20 per cent between 2021-2023. Crafted with only the finest hand-picked malts, resulting in a strong but balanced profile, Ultra is brewed with a six-step filtration process and no additives, giving the liquid a beautiful natural golden hue. The distinct and stylish clear glass bottle and unique pull-crown lid cement the premium look and feel.

Keep ReadingShow less
muller clear pots

Müller converts Corner yogurt pots to clear plastic to reduce environmental impact

Müller Yogurt & Desserts said it is converting its iconic Corner yogurt pots from white to clear plastic, as the business works to halve the environmental impact of its packaging by 2030.

The majority of Müller Corner and Müller Bliss Corner yogurt pots have already converted, with the remaining volume taking place by the end of 2024.

Keep ReadingShow less
Zoa Energy Drinks

A view of Zoa Energy Drinks during the Food Network New York City Wine & Food Festival on October 14, 2023 in New York City

Photo by Rob Kim/Getty Images for NYCWFF

Molson Coors takes majority stake in Dwayne Johnson’s Zoa Energy brand

Molson Coors Beverage Company on Thursday announced that it is taking a majority ownership stake in Zoa, the better-for-you energy brand co-founded by Dwayne ‘The Rock’ Johnson, Dany Garcia, Dave Rienzi and John Shulman.

Molson Coors said taking a majority stake will allow it to lead the entirety of Zoa’s marketing, retail and direct-to-consumer sales and development. The deal represents one piece of Molson Coors’ strategic ambition to expand its total beverage portfolio.

Keep ReadingShow less
cadbury dairy milk

Cadbury core sharing bars to be wrapped in 80% recycled plastic packaging

Mondelēz International has on Thursday announced that its Cadbury core sharing bars, manufactured in Bournville and Coolock and sold in the UK and Ireland, will be wrapped in 80 per cent certified recycled plastic packaging, which can be attributed to plastic sourced from advanced recycling technology.

This move is the result of a collaboration with Amcor, a global leader in developing and producing more sustainable packaging solutions and Jindal Films, an industry leader in the development and manufacture of recyclable films designed for flexible packaging.

Keep ReadingShow less
hancocks Loughborough 3

Hancocks offers Black Friday bargains for retailers

Leading confectionery wholesaler Hancocks has unveiled ‘unbeatable’ deals for retail customers this Black Friday.

Their big Black Friday event will be held on 28 November from 8am-8pm.

Keep ReadingShow less