Weetabix has launched a £5 million cross-channel marketing campaign, as it looks to increase awareness of its new Weetabix On The Go Breakfast Drink.
Created by ad agency BBH London and planned by media agency Walker Media, the campaign describes the new product as ‘fuel in a bottle', with a strong outdoor presence near rail, roadside and underground stations. The campaign will also be the launch advertiser for Ocean Outdoor's new central Newcastle digital roadside screen, The Screen on the Tyne, which goes live this week.
Ciara O'Connor, group brand manager at Weetabix said: "The campaign launch marks a significant investment for the brand and new market category.
"We want to communicate that Weetabix On The Go Breakfast Drinks are a delicious, nutritious and convenient drink, designed specifically for breakfast requirements. Making it an ideal option for consumers who occasionally don't have time for a sit down meal, but still want something that is satisfying, filling and also packed full of the same protein, energy and fibre that a traditional Weetabix breakfast would provide."
Alongside this, Weetabix will be rolling out a Video-on-Demand program, aimed at young adult breakfast skippers, consisting of three films that will run for four-weeks, across a blend of broadcast, network suppliers and social media channels.
The Marketing Store has also launched a sampling campaign which will run for eight weeks, with the aim to hit 175,000 target consumers via desk drop sampling and 168,000 consumers via hit squad sampling at high footfall city centres and train station locations.