Weetabix launches new campaign for Melts

Cereal brand Weetabix has announced a new campaign for Weetabix Melts.

Live from Monday (7 November) until 5 December, the activation is designed to drive awareness of the range at point of purchase across the UK.

The campaign will be supported by a £300,000 investment including proximity outdoor advertising, targeted digital display and e-commerce, and is expected to reach 11 million chocolate cereal lovers.

The soft-centred crunchy bites launched in Spring 2021 as a new product in the chocolate pillow category and is now worth £3 million RSV. Weetabix Melts also benefit from being HFSS compliant and are high in fibre, low in salt, and fortified with vitamins and iron with no red traffic lights.

“We’ve had a brilliant first year of sales for Weetabix Melts – it’s a real hit with families and is becoming a firm favourite for both breakfast time and as a snack at any time of day. This campaign is set to drive even more awareness of the delicious HFSS-compliant range, with hyper-targeted out-of-home and online advertising,” Anna Cheatley, senior brand manager at Weetabix Food Company, said.

“Analysing previous out-of-home, digital display, and e-commerce data, we saw a similar activation last year reach over 10 million, and generating over 42 million impressions, so we’re confident we can reach a wide audience over the next month, driving shoppers to the cereal aisle to pick up a pack.”

Weetabix Melts comes in two delicious flavours – Milk Chocolate and White Chocolate.