More

    Weetabix unveils on-pack promo in new £2m football campaign

    Weetabix’s partnership with the FA is back this summer for the third year running.

    The nation’s favourite breakfast cereal is making it a hat-trick for brilliant football campaigns with a brand new on-pack promotion to celebrate the FIFA Women’s World Cup 2023.

    Best-selling products from the Weetabix portfolio – including Weetabix Original, Weetabix Banana, Weetabix Chocolate and Weetabix Protein – will feature the hero campaign from July through to the end of September. Any shoppers purchasing any of these packs will be in with the chance of winning an official FA shirt, with a new winner every 90 minutes.

    Entry is via a QR code on pack, with each consumer able to fill a simple online form to find out instantly if they are a winner. In addition to this, there are thousands of footballs to be won via the same mechanic.

    With the FIFA Women’s World Cup being hosted in Australia & New Zealand this year, kick-offs will be at breakfast time, giving the beloved breakfast cereal the competitive ‘Weetabix advantage’ over other categories ordinarily thought of as more natural companions for football.

    This activation also runs through the second biggest cereal trading period: back to school. It’s a time when morning routines are back in full swing after the summer holidays, families will be seeking value and good breakfasts to enhance learning. Last year September registered the highest volume sales of the last 12 months and buyer numbers for cereal peaked, as did total number of shopping trips [Kantar].

    “We’re proud to be championing women’s football once again this year. With the FIFA Women’s World Cup falling within the school holidays, this promotion encourages even more families to get behind the game and support their chosen team to victory in what looks set to be the biggest year for the sport yet,” Lorraine Rothwell, Head of Marketing at Weetabix, said.

    “These packs will also highlight our partnership with the Weetabix Wildcats, through which we supports girls’ grassroots football – we’ve achieved 28,000 Weetabix Wildcats players so far and counting. It is a pleasure to be helping to nurture the next generation of football stars through this collaboration.”

    The on-pack promotion will be supported by a 360-degree activation encompassing ecommerce, social media, and in-stores hopper media and ATL advertising, in a campaign representing an overall investment in excess of £2m.

    This includes the first ever TV advert to support the on pack promotion, which will be a ten second slot live for six weeks, with an estimated reach of approximately 64 per cent of the UK.

    The packs will be widely available across all major grocery retailers, convenience, and discounters.

    Latest

    Global study finds no sign that vapes are a gateway into smoking

    There is no sign at the population level that...

    JTI calls for collective approach to combat illegal trade and promote sustainability

    Japan Tobacco International (JTI) has called for a collective...

    Consumer confidence rises bringing hope ahead of Christmas

    Consumer confidence in the UK rose to the highest...

    Supermarkets told to stock essential budget ranges

    Consumer watchdog Which? has stepped up its campaign that...

    Don't miss

    Global study finds no sign that vapes are a gateway into smoking

    There is no sign at the population level that...

    JTI calls for collective approach to combat illegal trade and promote sustainability

    Japan Tobacco International (JTI) has called for a collective...

    Consumer confidence rises bringing hope ahead of Christmas

    Consumer confidence in the UK rose to the highest...

    Supermarkets told to stock essential budget ranges

    Consumer watchdog Which? has stepped up its campaign that...

    Half of smokers try vapes to quit, IBVTA study finds as trade body launches national campaign

    With the government expected to launch a consultation on...

    Tropicana expands range with new Tropicana Kids Smoothies

    Chilled juice brand Tropicana is expanding its offering with the launch of Tropicana Kids Smoothies. Available nationwide from 18 September, the range will include...

    Pukka celebrates peak pie-eating season with hat-trick of new recipes

    Pie brand Pukka is kicking off pie-eating season with a bang, by bringing the nation three new full-on flavour recipes, set to propel further...

    Leerdammer takes a walk on the mild side with “Deliciously Different” campaign

    Lactalis UK & Ireland is launching a new highly disruptive and impactful out-of-home campaign this autumn targeting shoppers across the country with its #1...