The Drum Awards Festival - Extended Deadline

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Client: Weetabix
Date: Jan 2021
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The UK’s number one breakfast cereal, Weetabix has returned to TV screens with a topical and light-hearted New Year creative. The campaign will encourage the nation to start the day right with versatile, inspirational recipe ideas and will feature the by-line now synonymous with the brand – ‘Have You Had Yours?’.

The £2million campaign, set to reach 70% of the UK population five times each[2], will run across TV, Video on Demand, online and social media platforms through January and February. Retailer-specific activity includes online advertising via Criteo and ‘Pay Per Click’ investment to ensure Weetabix is top of mind for the health-seeking audience, as up to 30% of Weetabix sales are now made online[3].

To support the ATL campaign, instore and online retail will feature a ‘Superfood’ message highlighting Weetabix Original and Oatibix’ nutritional benefits, including 100% wholegrain, high in fibre and added vitamins and minerals, helping shoppers to make healthy choices this New Year.