Weetabix eyes healthy returns in back-to-school campaign

The back-to-school period is the second biggest sales period for cereals and Weetabix is continuing to support the wider category with fresh investment.

The cereal returns to TV screens this autumn with a £2million+ creative campaign designed to inspire kids and adults to enjoy the best possible start to the day as they head back to school and work.

Running across August and September on TV and video-on-demand, the light-hearted advert shows various topical serving suggestions making reference to the easing of lockdown restrictions, including ‘goodbye rule of six a-bix’ and ‘festival moshing a-bix’.
Weetabix has invested £14 million marketing spend in the past 12 months (up 40 per cent year-on-year), supporting growth for the cereal category.

“This latest investment reaffirms our ongoing commitment to driving category sales and brand awareness at what is always a key period for cereals,” said Gareth Turner, Head of Brand. “Here at Weetabix, we’re passionate about providing our consumers with the ‘Weetabix Advantage’ every morning when they sit down for breakfast. Weetabix Original is a low sugar cereal, and our entire Weetabix-branded portfolio is non-HFSS – so retailers can be confident we’ll continue to fully get behind our brands in the years to come
“Landing ahead of the new school year, the campaign will present retailers with a golden opportunity to drive sales of Weetabix Original and other fun recipe ingredients and help the nation’s schoolkids, and their parents, get the healthiest start to the day possible.”

Weetabix Original’s nutritional credentials are complemented by the current on-pack football promotion in partnership with The national Football Associations, which runs until October, encouraging kids to get active and help the nation to embrace healthy breakfast choices. Weetabix is also the headline partner of The Football Associations girl’s participation programme, the “Weetabix Wildcats”, which helps girls aged 5-11 who want to get involved with football.