Weetabix has announced it’s looking to “energise the cereal category” this summer, and is planning to drive further growth with the launch of its latest Summer of Sport campaign.
The latest activity follows the success of its previous Weetabix all-stars activity - which helped to add almost 300,000 new households to Weetabix Original, it said.
Rolling out across May and June, the new activation is designed to help retailers “capitalise on heightened consumer interest in a healthy breakfast during a packed sporting calendar, while driving incremental sales of Weetabix Original” through in-store activation and shopper engagement.
The campaign builds on the momentum of the brand’s Mo-tivation activity - fronted by Sir Mo Farah earlier this year - which delivered a 5% increase in volume and 8% value growth, Weetabix said.
With sports like football, athletics, cricket and more all set to dominate the national conversation this summer, the brand is doubling down on its proven approach of linking breakfast with everyday routines and active lifestyles.
To support the trade, a comprehensive in-store POS toolkit will be rolled out across wholesale and major multiples. Featuring a roster of sporting talent including Dame Jessica Ennis-Hill, Sir Mo Farah and Ade Adepitan MBE, the materials are designed to stand out on shelf and convert increased footfall into sales during a key seasonal moment.
Lorraine Rothwell, head of brand marketing at Weetabix, said: “We know how powerful major sporting moments can be in driving shopper engagement, and this summer presents a fantastic opportunity for retailers.
“By partnering with our Weetabix all-stars and delivering impactful in-store support, we’re helping our grocery and wholesale partners make the most of increased footfall and demand, while reinforcing Weetabix as the go-to breakfast to fuel the nation.”
The Summer of Sport campaign is available to the trade, with POS kits accessible across wholesale and selected grocery channels now.
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