Breakfast brand Weetabix has launched a £5.5m multi-channel push in a bid to get kids excited about choosing a nutritious breakfast.
Running across TV, on-pack, in-store, social and online as well as engaging ‘mummy bloggers’, the campaign created by BBH London seeks to get more families and kids choosing Weetabix.
On-pack activity reminding kids that Weetabix is a fun and appealing way to start the day will run for six weeks from January and introduces a series of distinctive and memorable characters, the Weetabuddies, who also feature in the brand’s TV ad series, featuring 16 different creatives.
In addition to showcasing the variety of breakfast options available with Weetabix the campaign invites consumers to get involved and create their own Weetabuddy which can be shared via a dedicated site throughout the campaign.
“We know from our research that as kids get older and experience new tastes and flavours they’re increasingly looking for more exciting, varied breakfasts. However, we know mums still want to be reassured that their families are making healthy choices in the morning which is why we have launched the Weetabuddies campaign,” explained Weetabix senior brand manager Claire Canty.
“By helping families to get creative and encouraging them to make their own Weetabuddies, we hope that kids will be reminded that a bowl of Weetabix is a lot of fun, while mum can be reassured that they are still getting a delicious and nutritious breakfast, helping us to encourage a whole new generation to fall in love with Weetabix as a result.”
Supporting in-store activity will feature across key retailers with full POS packaging to draw attention to the campaign. Supermarkets, such as Asda, will also be adding stickers to the fruits which have been used in a Weetabuddy creation to encourage children to choose more fruit as they try to recreate their favourites.