Breakfast cereal brand Weetabix is rolling out a major Summer of Sport campaign aimed at helping retailers boost cereal sales during a busy summer sporting calendar.
Running across May and June, the campaign will focus on driving sales of Weetabix Original through in-store activation, shopper engagement and digital support, as consumers increasingly look for healthier breakfast options during major sporting events.
Earlier this year, the brand has unveiled updated packaging across its core range with new health-led callouts.
The activity follows the success of the brand’s previous Weetabix all-stars campaign, which the company said helped bring nearly 300,000 new households into the Weetabix Original category. The latest push also builds on the earlier ‘Mo-tivation’ campaign featuring Mo Farah, which delivered 5 per cent volume growth and 8 per cent value growth, according to NielsenIQ and Worldpanel by Numerator data.
As part of the campaign, Weetabix will supply wholesalers and retailers with a new point-of-sale toolkit featuring sporting personalities including Jessica Ennis-Hill, Mo Farah and Ade Adepitan. The materials are designed to increase visibility in-store and help retailers convert higher seasonal footfall into sales.
The campaign will also include a nationwide activation with Tesco, giving shoppers the chance to win a football training session with Leah Williamson alongside additional prizes. The promotion will be backed by digital and social media activity throughout the summer.
Lorraine Rothwell, head of brand marketing at Weetabix, said the summer sporting schedule represented “a fantastic opportunity for retailers”.
“By partnering with our Weetabix all-stars and delivering impactful in-store support, we’re helping our grocery and wholesale partners make the most of increased footfall and demand, while reinforcing Weetabix as the go-to breakfast to fuel the nation,” she said.
POS kits are now available through wholesale and selected grocery channels.