Weetabix, the nation’s favourite cereal, has announced a partnership with Arla Cravendale, the UK’s number one milk brand. Customers who buy a 48 pack of Weetabix and 2L bottle of Arla Cravendale, can claim the cost of their milk back, as part of a month-long special offer from the two brands in Asda.
The activation launches as part of Weetabix’s £2m marketing campaign for the start of 2024. The cereal brand has already made a splash with a television ad and online debate centred around whether buyers prefer their ‘Bix’ hot or cold. Craig Revel-Horwood and Linda Robson both shared their verdicts on the culinary controversy, alongside brands such as Vodafone, Innocent drinks and Bird’s Eye. Over 20,000 people cast a vote in the #DebateTheBix poll on X/Twitter.
The partnership follows-on from Arla Cravendale celebrating its 25th birthday in October 2023.
Lorraine Rothwell, head of brand at Weetabix, said: “Not only does milk naturally complement cereal, but the Weetabix and Cravendale brands both deliver similar quality, value, and household penetration, thus representing the perfect partnership. We’re delighted to be delivering shopper value and driving visibility in two categories at a key point in the year, especially when value for money is front of mind for so many.”
Stuart Ibberson, brand and sustainability director at Arla, said: “This special offer delivers value at a time of year when consumers are on the lookout for healthy and affordable choices in the supermarket aisles. We’re pleased to partner with Weetabix and hope the offer will be enjoyed in many breakfast bowls.”
Both brands are shouting loud and proud about the offer with stand-out POS around both milk and cereal aisles, further supported with significant joint PR and media investment.
The offer is available at Asda when customers purchase a 48 pack of Weetabix with any 2L of Arla Cravendale milk as part of the same transaction between 01.02.24 and 28.02.24. Customers must claim the cost of the milk back online by 23:59 on 13.03.24. For T&Cs please visit www.weetabix-milkonus.co.uk.
