Weetabix makes £2m investment in value message

Weetabix is investing £2m in a campaign encouraging consumers struggling with the cost of living crisis to think about its cereal “beyond breakfast”.

The new creative, which airs on 3 January, is the latest instalment in the “Any Which Way a Bix” campaign and follows a £12m investment in media during 2022 designed to cement Weetabix as “one of UK consumers’ most trusted brands.”

The film will be supported by spend on YouTube and video-on-demand, with creative featuring a QR code linking to a specially created recipe book with budget-friendly, all-day recipe ideas such as Weetabix smoothies, protein balls and tiramisu.

Every recipe in the book costs around 80p per serve and has been specially developed by experts to build a range of simple to prepare dishes that can be enjoyed around the clock. From starting the day with a Weetabix Smoothie and a post-run Weetabix protein ball, to Weetabix Breaded Chicken at lunch and indulging with some Weetabix Tiramisu after dinner. The guide aims to show consumers that their breakfast favourite could very easily become one of the family’s favourite teatime snacks or mid-week meals.

The campaign is designed to highlight how Weetabix can be consumed throughout the day, the intention being to help consumers save money through value-focused snack and meal suggestions. Selected influencers – or “Bixers” – will demonstrate the recipes from the cookbook throughout January across Facebook, Instagram and TikTok.

Claiming a large box of Weetabix can feed a family of four for nine days, the brand is keen to remind consumers its product is one of the most “nutritionally dense” cereals on the market.

“As we all face into tough times, we want to remind consumers not only that we’re on their side but also that Weetabix is central to starting the day right,” said head of marketing Lorraine Rothwell.

“Consumers trust us to provide a healthy, nutritious breakfast and now we’re looking to help at other times. Our recipe book offers consumers affordable and versatile inspiration, helping them to reconsider the role that Weetabix plays in their routine by catering well beyond breakfast.”