Weetabix is tapping into the power of household sporting names to champion the cereal that helped inspire them
Weetabix is stepping up its mission to rebuild Britain ‘bix-by-bix’ with the launch of its Weetabix All-Stars campaign – an inspiring 360 activation aimed at driving category value, shopper engagement and household penetration.
Backed by a +2.5% increase in year-on-year consumption, Weetabix is tapping into the power of household names to champion the cereal that helped inspire their journey. The campaign features a roster of national heroes - Sir Mo Farah, Dame Jessica Ennis-Hill, Ade Adepitan MBE and Leah Williamson OBE - each sharing personal stories of how Weetabix has played a role in their success stories.
A national trade promotion with the rallying call, ‘We’ve Had Ours. Give Someone Theirs!’ will invite shoppers to gift a box of Weetabix to someone they believe needs to achieve their goals – reinforcing the brand’s place in British homes while inspiring healthy habits.
Rolling out in convenience channels such as Nisa and Spar, the campaign will be visible online and in-store with a vibrant POS suite. Shoppers can scan a QR code, upload their receipt, nominate someone special - and Weetabix will send a box directly to the nominee’s door, a simple mechanic to drive participation and brand visibility.
The campaign will be heavily backed in media with over £1.5m of support, featuring the brand’s biggest ever partnership with Mail Metro Media, spanning nine months and multiple channels, PR events and continuous social presence.
Each All-Star will front dedicated bursts throughout the year, providing fresh angles to keep the campaign top of mind, and an always-on digital hub will house content including All-Stars’ stories, life hacks and user-generated content, driving long-term shopper engagement.
Christian Sarginson, marketing manager at Weetabix, said: “Weetabix has been part of Britain’s breakfast tables for generations – and with this All-Star line-up, we’re reminding the nation just how powerful a bowl of Weetabix can be.”
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