Weetabix has launched a £1.8 million cross-channel campaign to promote its new chocolate variant cereal.
The campaign is aimed at positioning Weetabix with Chocolate as a healthy cereal, forming part of Weetabix’s overarching ‘Fuel for Big Days’ brand strategy which began in 2011.
The campaign kicks off today with a four-week TV campaign, created by ad agency BBH, across channels including ITV1, Channel 4, Channel 5, Sky One and Sky Living.
Digital activity includes a partnership with Mumsnet, along with a Facebook app featuring Slingshot, which lets users put products straight into their online shopping baskets with major supermarkets.
Ben Cooper, group brand manager at Weetabix said the campaign launch marks a “significant” investment for the brand.
“We want to communicate that Weetabix with Chocolate is Weetabix fuel with the added taste of Chocolate, making it an ideal option for Mums looking for a chocolate cereal. This new re-launch aligns the product with the brand’s ‘Fuel for Big Days’ campaign to confirm the product is Weetabix first and foremost.”
The TV ad centres on the story of a brother and sister competing over who has the biggest day, with the winner set to eat the last tasty Weetabix with Chocolate.