Weetabix is bringing back its Any-Which-Way-A-Bix masterbrand campaign in time for the Back to School period.

The multi-channel activity will see the brand return to screens with its Nick Frost-voiced TV advert as well a social media influencer push and online marketing.

Convenience stores will be supported throughout the campaign with new in-store materials and POS, including digital screens and branding at store entrances. Packs of Weetabix will continue to be emblazoned with the Any-Which-Way-A-Bix slogan.

Originally launching in January 2019 to run alongside the ‘Have You Had Your Weetabix?’ campaign, Weetabix is hoping that the second pahse of Any-Which-Way-A-Bix activity will help retailers to capitalise on sales from parents and kids preparing for the new school term in September.

Commenting on the campaign, Charlotte Hunt, senior brand manager for Weetabix, said: “We know that consumers are adding more toppings to their Weetabix, with 53% of Weetabix occasions personalised with extra ingredients such as fruit, nuts and yoghurts [Ipsos, 2019]. The first stage of the campaign brought this to life for consumers, bringing new and lapsed shoppers back down the cereal aisles, while also increasing basket spend for complimentary products.

“Taste is still the number one purchase decision driver and this campaign celebrates all the unique ways Britons enjoy their Weetabix with fun and playful recipe inspiration on TV, on pack, online and in-store – from the Exotic-a-bix to the Bonkers-a-bix. Over 40% of people saw our Any-Which-Way-A-Bix packs in stores the first time around, driving year-on-year purchase intent and penetration of Weetabix, as well as encouraging shoppers to try more of our great tasting and healthy cereal.

Hunt added: “With children heading back to school and the rest of the country getting back into the swing of things after the summer, it’s the perfect time to turbo-charge our marketing communications as we look to increase sales and penetration for the year ahead.”