Breakfast brand Weetabix is back on morning radio as part of a wider plan to triple the brand’s ad spend between 2018 and 2020, across TV, radio and digital.
The activity is aimed at attracting new consumers to the brand, as well as making Weetabix front of mind for existing shoppers. This is the first time that Weetabix, which claims to be the UK’s number one breakfast cereal [12 month period ending 7th September 2019, Nielsen], has been on the airwaves since 2014.
There are two separate executions, entitled ‘Noah’ and ‘Rome’. Both adverts depict epic historic and biblical feats taking place, all powered by a bowl of Weetabix, playing on the famous ‘Have You Had Your Weetabix?’ messaging.
Weetabix is found in over 40% of UK households and 1.3bn bowls have been eaten in the past year [Kantar: Purchase and Usage panel – 52 we 2 Dec 18]. The commercials are airing nationally in morning radio shows from October onwards, between 8-11am, actively targeting consumers during their morning routine.
Weetabix Food Company marketing director Francesca Theokli says: “We are a big believer in the power of TV advertising to showcase our story about the advantage you get from eating Weetabix. We’ve decided to bolster this investment through a return to radio, which we think is an exciting way to extend the reach of our advertising into more audiences. Breakfast is a fast-moving and dynamic environment and whilst people are eating more breakfasts than in previous years, the category is also more fragmented than ever. Reaching consumers during their morning routine with a relevant and entertaining message from the nation’s favourite breakfast brand, feels right.
“Our marketing strategy for the year ahead is to build scale through extending our buyer base. We are excited about our largest brand marketing programme in many years, allowing us to land fresh, new ways to earn the attention of the nation!”