Weetabix lets fans take the biscuit in pay-by-picture campaign

As Weetabix unveils its On The Go biscuits, the company last night offered fans the chance to try it for free, by taking a picture of the ad with their phones.

The ad aired at 7.15pm during the long-running ITV soap Emmerdale, and those who took a photo were invited to go into Boots today to receive their free four pack.

Ben Cooper from Weetabix said: "There is huge value in people taking pictures of our new products and sharing the images amongst their friendship groups so we're excited to be the first company to try this in partnership with Boots. It is undoubtedly a brave move to replace financial currency with social currency, but we're hoping that the 55 per cent of people that currently use their smartphone whilst watching TV will take part in the unique retail initiative, try our new breakfast biscuit and become long-term customers."

The Weetabix On The Go #TAKETHEBISCUIT advert is part of a £6 million marketing campaign.

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