Breakfast drink Weetabix On The Go has unveiled a new TV and social media campaign for the summer.
The brand will be returning to TV with a new advert as part of a sponsorship of ITV2’s ‘Showtime’ in July and August. The slots provide over 40 hours of live and VOD TV time on the most-watched digital channel for 16-34 year old’s, a key demographic for the breakfast drinks sector.
Weetabix On the Go will also partner on social media with Micro Scooters during the same period ugust for a number of scooter giveaways.
Working alongside influencers, the campaign will target the brand’s two key demographics: families with busy mornings and young professionals looking for the latest trends.
The marketing push will be led by Charlotte Hunt, the newly appointed marketing manager.
“I feel privileged to continue my development at Weetabix and flex a different set of marketing muscles to help grow the Weetabix On The Go brand and the wider category,” Hunt said.
She joined Weetabix in 2016, working within the innovation teams and most recently as senior brand manager for the Weetabix Original brand.
“We are in a strong position now and the business is investing further – it is a £12 million brand with a 63 per cent share of the breakfast drinks sector. We created the breakfast drinks category five years ago and we know that when we invest strategically, we can drive total growth,” she said.
In her new role, Hunt will lead all aspects of the marketing plans, with additional digital creatives, in-store campaigns, sponsored social media activity and pack redesigns planned for the year ahead.
“Whilst on the go shopping habits have been affected because of the Covid-19 outbreak, we believe there remains a strong growth opportunity for breakfast drinks, with the mega trend for convenience set to continue in the long term. We’re confident that our plans for the year ahead can help to expand this £22 million category and support retailers’ on the go offerings,” she concluded.