Weetabix is launching a disruptive campaign with its retail partners in January 2019, extending the ‘Have You Had Your Weetabix?’ campaign into an activation that aims to drive strong sales and category value of £10 million. The campaign is called ‘Any-Which-Way-A-Bix’.

The Any-Which-Way-A-Bix campaign taps into the mass trend for customising food and aims to celebrate all the unique ways Britons enjoy their Weetabix, with recipe inspiration on TV, on pack, online and in-store.

A new dedicated TV advert will run as part of the more than £10 million investment in the Weetabix brand. This activity will be supported with in-store promotions, POS and across social media.

Torben Sherwood, senior brand manager for Weetabix, said: “With taste the most important aspect when it comes to choosing foods to buy, we know that people all over the UK are personalising their morning breakfast bowl with different fruits, nuts, yogurt, milks and many more exciting options. As the number one breakfast brand, Weetabix is perfectly placed to celebrate this trend, inspiring more people to start their day ‘Any-Which-Way-A-Bix’ they like. By tapping into this trend, we’re confident we’ll drive further love of the Weetabix brand, drive value in the cereal category and across other “topper” categories such as fruit and yogurt.

“Combined with our new TV advert and a substantial media spend, this is one of our biggest campaigns and builds on the success of our award-winning ‘Have you had your Weetabix?’ revival. We aim to excite and capture the attention of Britain, reinforcing Weetabix as a really enjoyable, healthy* and advantageous way to start the day.”

The Any-Which-Way-A-Bix campaign is running across all Weetabix Original packs including PMPs from January 1, along with the new TV advert