Weetabix set to score with new on-pack offer

Weetabix’s partnership with The Football Associations of the home nations and Republic of Ireland is returning this summer with a major new on-pack promotion just in time for football season.

Running from 31st May to 30th September across products from Weetabix’s HFSS-compliant portfolio, including Weetabix Original, Weetabix Crispy Minis, Weetabix Protein and Weetabix On The Go, the brand will excite families at the cereal aisle, and beyond, with an offer of “money can’t buy” prizes.

Prizes include tickets to international fixtures across all five nations, signed shirts, football equipment and Weetabix vouchers. Shoppers simply scan a code on the product to find out instantly if they’ve won.

The promotion is the first in a huge year of football activation for the brand, with more planned to coincide with the 2022 FIFA World Cup in November. The campaign will be supported with in-store displays and social media content, aiming to encourage kids to get active and help the nation to embrace healthy breakfast choices and make a strong start to the day.

Outer cases for the wholesale sector will be updated to feature football assets, and the packs will be widely available for the convenience channel.

“We’re proud to be championing women’s football and will be featuring women’s players from all five nations on our packs and point of sale,” said Lorraine Rothwell, Head of Marketing at Weetabix. “Last year’s partnership with the Football Associations brought in new customers to Weetabix and we’re expecting big things again.

“With the UEFA Women’s Euros 2022 taking place in England, the nation will be buzzing with football fever. Combine this with incredible prizes on offer and our ongoing sponsorship of grassroots football, we expect this to excite, engage and inspire shoppers. The partnerships give us an opportunity to encourage people to have a proper breakfast to set them up for a massive day supporting their team, whether they are at home or on the move.

“Weetabix is the UK’s number one breakfast cereal brand and our football activity will benefit the entire cereal category. With the on-pack promotion available across several channels and customers, we’re giving cereal a voice during the summer months, which will put us in a strong position ahead of the key back to school period.”

Weetabix is helping to nurture grassroots football as the lead partner of The Football Associations’ girl’s participation programme, “Weetabix Wildcats”, which helps girls aged 5-11 who want to get involved with football. Weetabix is working with Wildcats to help them learn more about the importance of breakfast and make healthy, tasty choices.

It is also title partner of the Football Association Wales Trust grassroots girls’ football initiative, “Huddle, powered by Weetabix”.