Weetabix Protein launches new digital-only campaign


Weetabix Protein has unveiled a new campaign with digital-only adverts, aiming to tap into the growing number of people going online for fitness activities.

The two adverts will run on YouTube and Facebook for four weeks from 8 June, reaching over nine million adults in the UK.

Part of Weetabix’s £11 million multi-channel marketing push, the adverts target consumers who look to get more protein into their diet. The firm hopes to make Weetabix Protein a signpost brand for the category, as the £6.1 million brand is the No.1 Protein SKU in the segment with a 31 percent volume share of the protein cereal market.

Anna Cheatley, brand manager for Weetabix Protein, said: “This new digital advert campaign aims to reach protein seekers and make them aware of our entire portfolio, including cereals and drinks, to encourage them to start their active day with Weetabix Protein at breakfast.

“We are the number one product in the protein cereal market, but there is still scope to increase awareness levels amongst shoppers and drive sales across the protein category for retailers.”

Last month, Weetabix Protein and the ASICS London 10K launched the virtual Weetabix Protein Youth Challenge, helping 4,000 children aged 16 or under get moving by running their very own 10-kilometre race across a 10-week period.

“We know that due to current circumstances more people are taking part and looking for online fitness sessions than ever before. Therefore, launching this campaign online is a natural fit with the Weetabix Protein brand, supporting our goal to help people of all ages get off to a strong start and keep active,” Cheatley added.