Weetabix unveils campaign designed to target the ‘two mornings’ of working mums

Weetabix has unveiled a new campaign for its ‘On the Go’ range of cereal bars, with a media spend of £6m, which aims to target working mums.

The campaign was handled by Walker Media, BBH and Posterscope, four weeks of activity running across TV, print, online (mobile, tablet and desktop), outdoor and digital out-of-home.

Ben Cooper, group brand manager at Weetabix, said: “From audience research, we found that working mothers have to contend with two mornings – the first at home, the second in the office and all the hurdles in between. This insight was used to drive development of the creative executions across all platforms, as well as the media strategy.”

The campaign looks to target mums through the various stages of their morning, from watching TV while getting breakfast to digital desktop activity when she arrives at work.

John Owens, client manager at Posterscope, said: “We wanted to tactically use out-of-home to deliver an even more meaningful connection between Weetabix and its consumers. In today’s fast-paced world, busy working mums don’t always have the time to sit down for breakfast. ‘On the Go’ presents the ideal solution, and when better to remind them than during their morning commute?

“It’s great to see Weetabix return to out-of-home. This highlights the increasing importance of the medium from a strategic advertising perspective, and is buoyed by ongoing advancements in technology, innovation and sophisticated consumer insight tools which are all helping to drive new levels of audience engagement.”

This is the first time Weetabix has used out of home advertising for over three years.

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