Weetabix healthy eating campaign Jan 2022

Weetabix is back on TV screens with a new campaign to encourage Brits to start the day right by trying out even more new ways of consuming it.

The £1.5m campaign will run across TV, Video on Demand, online and social media platforms through January and February, supported by online and in-store shopper marketing to ensure Weetabix stays top of mind for the health-seeking, adventurous consumer keen to experiment in 2022.

Featuring the campaign line: “New Year, New you-a-bix,” the creative references topical, on-trend subjects such as ‘plant-based eating’, ‘remote working’ and ‘self-driving cars’ to engage and inspire a variety of ways to eat Weetabix and encourage shoppers to choose healthy cereals for 2022.

Head of marketing at Weetabix Food Company Gareth Turner said: “Already present in over 6.5million households, the new TV ad and in-store campaign sees us kick start another big year for Weetabix. It builds on our ongoing commitment to driving category sales and supporting healthy choices at such a key time of the year.

“Once again Weetabix is investing significantly during January and February, and we expect the campaign to help us fill more bowls than ever before. ’New Year, New you-a-bix’ takes a light-hearted look at some of our new year resolutions and aims to inspire the nation to start 2022 (and the day) in the best possible way.

“It’s going to be a year of change given HFSS, which will affect the way some cereals can be supported in-store and through advertising. As the entire Weetabix-branded range is already HFSS compliant, with no need to reformulate, we are in a position where we can continue to confidently invest in our brands throughout 2022 and beyond.”