Weetabix returns Any-Which-Way-A-Bix campaign with Deliveroo in tow

Weetabix has announced the return of its ‘Any-Which-Way-A-Bix’ campaign, which will see the leading cereal brand partnering with Deliveroo.

The brand is offering 500 breakfasts on 1-2 September across Leeds and London through the food delivery platform.

Five selected recipes, designed by Weetabix fans as part of January’s ‘Any-Which-Way-A-Bix’ recipe book campaign, will be available for delivery.

A recipe book featuring 24 tasty ways to enjoy Weetabix throughout the day is included in the Deliveroo delivery package, alongside money-off vouchers for consumers to redeem on their next Weetabix purchase.

The exclusive recipe books will also be distributed to consumers via daily social media competitions and used as part of an Any-Which-Way-A-Bix influencer campaign. The brand will also use geotargeted adverts on Instagram to raise awareness of the campaign in the local area.

In addition, pop-up kitchens will appear in both cities to produce the personalised Weetabix bowls.

Francesca Theokli, marketing director at Weetabix Food Company, said: “It’s been an incredibly uncertain time for consumers of late and when it comes to food at home, we’ve seen shoppers look to the comfort and reassurance that big, familiar food brands like Weetabix can bring – shown with cereals brand value sales currently growing 70 per cent faster than private label [Kantar].

“We’re delighted that the Any-Which-Way-A-Bix campaign has proven to be very relevant; bringing inspiration and enjoyment to people’s breakfast bowls at a time when they need it. The Weetabix-Deliveroo partnership feels like a brilliant opportunity to take that one step further, delivering delicious ‘Any-Which-Way-A-Bix’ breakfast creations directly to consumers homes.”

A refreshed Any-Which-Way-A-Bix advert is also returning to TV and online throughout August and September, updated to reflect the last few months with recipes including the lockdown haircut-a-bix.

This is supported alongside additional in-store, online shopper investment and radio airplay. Weetabix said it has increased its £11 million marketing budget by 15 per cent during lockdown.

“We’ve grown our brand advertising investment by over 30 per cent in the last year, making Weetabix one of the top five largest food brand advertisers on TV. We planned in 2020 to invest a record £11 million on advertising, however as a result of accelerating consumer demand, we’re further increasing this investment by 15 per cent in the next few months in order to continue to inspire the nation to have their Weetabix,” Theokli added.