Weetabix’s partnership with the FA is back for the third year running, this time to celebrate the FIFA Women’s World Cup 2023.
Through the campaign, which runs from July to September, shoppers will be in with the chance of winning an official FA shirt, with a new winner every 90 minutes. Entry is via a QR code on pack, with each consumer able to fill a simple online form to find out instantly if they are a winner. In addition to this, there are thousands of footballs to be won.
The on-pack promotion will be supported by an activation encompassing ecommerce, social media, and in-store shopper media and ATL advertising, in a campaign representing an overall investment in excess of £2m. This includes the first ever TV advert to support Weetabix’s on pack promotion in partnership with the FA, which will be a ten second slot live for six weeks, with an estimated reach of approximately 64% of the UK.
Lorraine Rothwell, head of marketing at Weetabix, said: “We’re proud to be championing women’s football once again this year. With the FIFA Women’s World Cup falling within the school holidays, this promotion encourages even more families to get behind the game and support their chosen team to victory in what looks set to be the biggest year for the sport yet.
“These packs will also highlight our partnership with the Weetabix Wildcats, through which we supports girls’ grassroots football - we’ve achieved 28,000 Weetabix Wildcats players so far and counting. It is a pleasure to be helping to nurture the next generation of football stars through this collaboration.”
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