Leading cereal brand Weetabix has announced a football-themed on-pack promotion, offering shoppers the opportunity to win a smart watch every day.
The competition, which celebrates the third year of Weetabix’s partnership with The FA, is due to kick-off this May to tap into an early build-up of footie fan excitement and continue through June and July to coincide with the highly anticipated summer tournament.
Shoppers will be encouraged to scan a QR code on the reverse of The FA partnership packs to find out if they are a winner of a smart watch, or one of 1000s of Weetabix-branded footballs, instantly. Plus, they will gain immediate access to the Weetabix ‘Great Starts Game Plan’ hub.
Full of exclusive content from official England Men’s and Women’s Nutritionists, the hub offers clear added value with every pack, including free access to a variety of breakfast recipes and lifestyle tips from the experts.
Best-selling products from the Weetabix portfolio – including Weetabix Original, Weetabix Banana, Weetabix Chocolate and Weetabix Protein – will host the promotion to maximise its visibility across the period.
This comes alongside the ongoing multi-million-pound ‘Weetabix Discovery’ TV advert, social media and radio campaign, as well as bespoke 6 sheet posters featuring the on-pack promotion.
The Men’s EURO 2024 is one of the most anticipated sporting occasions in the retail calendar, with brands forecast to spend record amounts in media in the lead up and during the event. The promotion ensures the iconic Weetabix yellow will be unmissable in stores this summer with disruptive Weetabix branded FSDUs and POS activations to be unveiled across grocery retailers nationwide.
“Now in the third year of our partnership with The FA, we’ve seen considerable success with our recent football-based activations. The impactful on-pack promotions and marketing initiatives have boosted sales penetration, by offering consumers tangible value, as well as enhancing brand awareness by allowing Weetabix to engage with key cultural moments,” Lorraine Rothwell, head of brand for Weetabix, said.
“With England and Scotland taking part in this year’s tournament, it’s going to be a buzzing summer for football and this campaign gives Weetabix a unique opportunity to bring our tasty products to the breakfast table, whether you’re a football fanatic, keen to follow the game or want to keep yourself and your family healthy. The in-store activations will also help retailers maximise the huge sales opportunity brought about by the summer tournament and elevate the cereal category with shoppers.
“Importantly, we’re proud to reinforce our backing of grassroots football, encouraging participation by making football accessible to all, as well as supporting healthier lifestyles of the nation through partnering with the England Men’s and Women’s Nutritionists for the ‘Great Starts Game Plan’ hub.”
The limited-edition packs will reiterate Weetabix’s commitment to girls’ grass roots football, through Weetabix Wildcats and Huddle, to encourage people to explore how young girls can get involved with the sport. Search ‘Weetabix Wildcats’ or ‘www.huddle.cymru’ to find your nearest session.
The promotion will spearhead Weetabix’s football communications in store and across social media this year as part of its ongoing partnership with The FA.
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