Weetabix partners with Comic Relief to launch limited edition Strawberry flavour and 'Pick Your Nose' on-pack giveaway

Weetabix has announced the launch of Weetabix Strawberry as part of a collaboration with Comic Relief for Red Nose Day.

Officially launching in February, with a marketing campaign fronted by an A-list celebrity, the special edition 24 packs will retail for £2 ahead of Red Nose Day on Friday 13 March.

In addition to the limited edition flavour Weetabix, Weetos, Ready Brek and Crispy Minis brands will also feature an on-pack promotion, ‘Pick Your Nose’, offering adults the chance to win an amazing experience for their child.

“We're delighted that Weetabix Strawberry will be available in such a broad range of retailers including convenience and independent stores. After the success of Weetabix Banana we know this is a flavour families will love,” commented Caroline La Niece, Weetabix brand manager.

“The product launch is just one element of our Red Nose Day activity and we hope that our exciting, marketing campaign will heighten awareness of the product and drive sales, raising money for a great cause.”

To enter the ‘Pick Your Nose’ competition consumers need to visit a dedicated microsite and enter their on-pack code. There are nine experiences, such as indoor skydiving, and 50 runners up prizes to be won between January and 3 April 2015.

Every pack purchased offers an opportunity to win with a 50p coupon on the packs to encourage repeat purchases. 5p from each pack sold will also be donated to Comic Relief.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.