Weetabix is kicking off the New Year with a new nationwide campaign focusing on the ‘hot or cold’ debate.
#Debatethebix encourages shoppers and retailers alike to pin their colours to the mast and claim their favourite serve - heated up for a warming start to the day, or served with ice-cold milk instead.
The £2m campaign, which will reach an estimated 84% of the population, will launch with a new bespoke TV advert, #Debatethebix will be seen across linear TV across all mainstream channels, catch-up and digital, as well as support on social media, PR, and in-store activations.
Weetabix also invites everyone to join the conversation on social media using the hashtag #Debatethebix and share their preferred way of enjoying Weetabix – hot or cold.
Head of marketing at Weetabix Lorraine Rothwell said: “We are so excited to launch Do You Heat-a-bix or Weetabix?, and get the nation to #Debatethebix! This significant investment shows our support for our the category and our retailers during this crucial trading period.
“We know the impact of an authentic emotional connection with our brand – just look at the success of previous award winning campaigns like ‘Beans on Bix’ and ‘#MilkFirst’. The Do You Heat-a-bix or Weetabix? #Debatethebix campaign is not just about breakfast; it’s about creating connections and celebrating the myriad ways people enjoy their favourite cereal.”